Perfetti Van Melle India has rolled out a 'Cool Cola' flavour of its liquid-filled gum brand Center fresh. To communicate this, a film conceptualised by Ogilvy & Mather has gone on air.
The film opens at 'Colapur' railway station. A vendor gets into the train and announces to passengers his ware, 'Cola', while holding a bottle opener. The passengers look confused, as there are no bottles of 'Cola' in sight but only glass jars. One of them asks for a cola. The seller walks towards him and snaps open the gum from its packing like one would an actual cola bottle. The film ends with the voice over introducing Center fresh's new cola-flavoured offering.
Anurag Agnihotri, ECD, Ogilvy, said, “The commercial works as a brilliant announcer for Center fresh’s new cola flavour, doing so in a manner that is engaging and entertaining."
Arun Sharma, associate category director – marketing, Perfetti Van Melle India, said, "We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour."
The commercial went on air on 8 July 2016.
Client: Perfetti Van Melle, India
Brand: Centre fresh
Director – marketing: Rohit Kapoor
Associate category director – marketing: Arun Sharma
Group product manager: Anuja Gulati
Creative agency: Ogilvy & Mather
ECD: Anurag Agnihotri
Senior CD: Shahrukh Irani
Creative director: Nasrullah Husami
Account management: Saksham Kohli, Rashi Jain
Production house: Dungarpur Films
Director (film): Shivendra Singh
Assistant director: Akshay Mulajkar