Marketing Strategy: Center fresh urges people to ‘Stay Fresh Behind the Mask’

The initiative addresses the need of staying fresh while wearing the mask for prolonged duration.

Center fresh, the iconic brand from Perfetti Van Melle India is today synonymous for its fresh breath promise. In the ‘new normal’ followed by opening up of several workplaces, people are now spending more and more time behind masks for their own safety and others around them. This prolonged usage of mask makes the consumption of a Center Fresh mint or gum even more relevant so as to stay fresh and comfortable behind the mask during long hours at work.

To further create awareness, the brand roped in popular social media influencers Aisha Ahmed and Vikrant Massey. The message from both influencers stressed on the importance of essentials while stepping out along with having a Center Fresh gum or mint pack on them for keeping themselves refreshed during the day. The ‘Stay fresh Behind the Mask’ initiative was also popularised through a digital media campaign on the social media handles of the brand.

Taking this initiative forward, the brand curated ‘Freshness Kits’ which were distributed to doctors, nurses, policemen and many others frontliners to thank them for their work to keep all of us safe. This endeavour was to add a bit of Center Fresh’s long lasting freshness to their challenging and gruelling work days.

Being sensitive to the fact that they need to be fresh and agile for extended hours, the brand’s freshness kits contain items that refresh them and allow them to ‘stay fresh behind the mask’. These signature kits comprised – a mask, wet wipes, sanitizer, Center fresh Mints and Center Fresh 3-layer Gum.

Speaking about this initiative Rohit Kapoor – Director Marketing of Perfetti Van Melle India said, “Stay fresh behind the mask’  initiative is to let people be their best self as they step out of lockdown & wear mask for long hours. This initiative provided us an opportunity to express our gratitude for frontliners  who continue to have demanding work schedule while wearing mask to protect lives of millions of people.”