Center Fresh

Center Fresh, the flagship brand of Perfetti Van Melle's was launched in 1994. It was the first liquid filled chewing gum which has tantalized the taste buds of millions of Indians and is a house hold name today. Over the years, Center fresh has grown to become the largest selling gum brand in India. It is available in Spearmint, peppermint and Sweet mint flavours and in the Re 1 mono and 5 pcs Rs 6 stick. The brand was advertised on the freshness route in 1996 and associated itself with the prestigious Cricket world cup and was named the Official Chewing Gum of the World Cup. In early 2000’s, iconic advertising of the variants helped positively rub off on Center fresh. First was the launch of Center Shock, with the hilarious Barber creative, which immediately won the hearts of consumers who were rushing to the nearest stores to try the really “Sour” gum. This was followed by the launch of the coated Center fresh with intense freshness - “Air Action Center fresh”. This variant was supported by the witty ‘Swing in the park’ creative where a boy used the freshness of Air Action for blast of fresh air which swinging his girl friend in the park. Currently Center Fresh is positioned on the platform of great taste which make them prefer to chew than speak.

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