Center Fresh: Stay Fresh Behind the Mask

Center fresh, a chewing gum brand, reinforced its role in the lives of consumers in India with its campaign Stay Fresh Behind the Mask.

Campaign details

Brand: Perfetti Van Melle India (Center fresh)Agency: Creativeland AsiaRegion: APAC

Strategy

Objective
  1. The Stay Fresh Behind the Mask campaign was conceptualised with the objective of building relevance for the audience during the current Covid-19 pandemic.
  2. In the post-Covid world, the purchase of essentials like sanitisers, handwash and immunity boosters had increased and the discretionary spends had been drastically reduced.
  3. From a shopper standpoint, the frequency of visits to brick-and-mortar outlets dropped drastically as the purchases were more planned, less impulsive.
  4. The conventional need or the occasions demanding one to be fresh-breath-ready like socialising...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands