Mentos

A cult for entire generations of young people, Mentos is known throughout the world as fresh mint. This irresistible round shaped candy is based on an innovative concept – crunchy and smooth outside, soft and really fresh inside. Mentos is not only mint, it has an assortment of delicious fruit flavors – Strawberry, lime and lemon, orange and ripe mango. Mentos started its journey in India way back in 1999, under the Freshmaker positioning. But the Mentos story starts in 2002, when it was re-launched. Subsequently in 2003, it got an Indianized positioning of “Dimaag ki Batti Jala de” pertaining to smart thinking.This line has almost become a part of local lingo. A large part of Mentos success is attributed to its advertising, which is funny, exaggerated and immensely memorable.

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Alpenliebe

Alpenliebe is the flagship brand of Perfetti Van Melle and a leader in the confectionery market. The product, a rich milky caramel toffee, is a combination of milk and caramel & has a unique mouth-feel, making it an irresistible treat. Alpenliebe was launched in India in December 1995 with a distinct product proposition: • The candy was an amazing mix of caramel, milk and butter • It was the 1st deposited candy in the Indian market and therefore the eat experience was most unique Other than the Caramel flavour, Alpenliebe is currently available in Cream Strawberry, Chocolate, Coffee and Cream Banana flavours. The platform of ‘irresistibility’ was a perfect fit with the unique product experience. Looking back at the last 10 years, Alpenliebe has successfully managed to capture the sweet tooth of kids, teenagers and adults across various sections of society. It has become synonymous with irresistibility and has become a house-hold name. Alpenliebe has resided in the world of ‘irresistibility’. - It’s a world where you give into temptation without any guilt - It’s a world that lets you indulge unabashedly - A world where you don’t need to justify pleasure seeking Alpenliebe speaks to the ‘child in everyone’, one of the very few candy brands in the Indian market that has successfully reached out & connected with both kids as well as adults.

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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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Chlor-mint

Chlor-mint was launched in the year 1997 in the Health care category as an Ayurvedic Proprietary Medicine/Range which contained Herbasol that helped breath freshness. The brand has been refreshed from time to time with launch of variants like Chlormint Ice which was a strong mint and Freshfills, a unique liquid-filled mint offering in the Health Care category. Though this was a seemingly mundane product proposition, the brand was built around the platform of 'anytime freshness' meaning as and when required rather than being occasion specific. While competitors stressed only on relief from irritation in the throat or on masking bad breath, the dosage was not being highlighted, while in Chlor-mint with herbasol which is an Ayurvedic Proprietary Medicine/Range, additionally dosage was being highlighted such as "anytime, anywhere meaning as and when required consumption." This positioning was reflected in the iconic "Dobara Mat Poochna" tagline in successive television commercials. The ads for Chlormint reflect a distinct attitude and push the boundaries of what is "acceptable advertising." The brand has built a unique place for itself in the consumer's mind, so much so that 'Dobara Mat Poochna' is part of everyday parlance meaning as and when required among youth. In order to widen the appeal of the brand, Salman Khan was chosen as the brand ambassador in 2009.

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Big Babol

Big Babol was launched in India in 1994, since then it has become one of the biggest bubble gum brands in India. Over the years it has become a favourite amongst the kids all over the country. Big Babol is available in Fruit Flavor and Ripe Mango flavour. It is a brand which is known to have very yummy taste and you can blow big bubbles out of it, and this comes with an added advantage that bubblegum does not sticks to you face. It has been positioned on the fact that how you can use big bubbles to your advantage and make Big Babol “Bade Kaam ki Cheez”. Over time, especially with the diametrically different communication route adopted by the tagline ‘Bade…Cheez’, the main product attributes- that it blows the biggest bubbles and is soft and non sticky has been established very well.

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