October 11, 2013: Perfetti Van Melle India has launched a new product ‘Colour Your Tongue’ under the brand name Center Fruit. The new Center Fruit when chewed turns the tongue blue and this is the USP being communicated by Perfetti through its new campaign created by Ogilvy & Mather. The new campaign has already been launched and is on air in select GECs which includes Kids Channel.
The new commercials shows a kid running out of pen ink in an examination and when the class teacher does not offer him much support, he pops a Center Fruit- Colour Your Tongue. The moment he chews, his tongue turns blue and he writes his exam with his blue tongue. The commercial carries on like the earlier ads of Center Fruit and brings about the fun of colouring the tongue blue.
Madar Keskar, Category Head- Gums, Perfetti Van Melle commented about the launch of the new product and campaign by saying that “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit ‘Colour Your Tongue’ is meant for all those with a taste for some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”
[youtube height=”HEIGHT” width=”WIDTH”]http://www.youtube.com/watch?v=RwqUhj2Xs7U[/youtube]
The new variant of Center Fruit would be available in a mono pack and has been priced at Rs.1.