Perfetti Launches “Stay Fresh Behind The Mask” Campaign

Perfetti, an Italian based manufacturer of confectioneries and gums, have launched their new “Stay Fresh Behind the Mask” campaign with Center Fresh which is one of their top brands. It has released a new “Freshness Kit” to help the frontline workers in these COVID times.

The company has released two ad films featuring Vikrant Messey and Aisha Ahmed. The ads are conceptualized by Creativeland Asia. The ad shows them both listing out the essentials before stepping out in these crucial times. In this “Freshness kit” along with masks, wipes, and sanitizer the actors’ advise people to take Center Fresh mints and Center Fresh 3 layered gums to stay fresh behind the mask.

With this situation extending, masks have become an important part of our lives and since we are behind the masks all day, we ought to get a little uncomfortable. Center Fresh mints help to prevent this and stay fresh all day.

Rohit Kapoor, director marketing (India), Perfetti Van Melle, says that popping in a Center fresh Mint before wearing the mask can help consumers stay fresh for a long time. “As the country is slowly ‘unlocking’, people are going back to their jobs, but with masks. Wearing it for a long time can be challenging. With this campaign, we want to convey the message that our product can help them get through the tough day, with its freshness.”

The campaign’s target audience is young adults between the age group 18 to 30. Now since the lockdown restrictions are lowered, the sales of Center Fresh have gone up in May and it has got even better in June as said by Rohit Kapoor.

Commenting on the growing demands, Kapoor says, “The next 6-8 weeks are going to be crucial. We will simply have to wait and watch how the demand will be in these markets going forward, and how the consumer will react to it. We will have to tweak our business plans, accordingly,”