Center Fruit - Mood Ting Tong

To cater to the youth, we repositioned the brand from being irresistible to CHEER ME UP! We moved the category from being consumed ‘on-the-go’ to indoor occasions to curb boredom.

Center Fruit is one of Perfetti Van Melle’s flagship brands in the gum category in India. It was launched in 2005 as India’s first ever liquid filled, fruit-flavoured gum. Available in tantalising flavours, this gum is known for its lip-smacking, rib-tickling, irresistible taste. The splash of liquid bursting in the mouth will transport you to the wacky world of Center Fruit which makes your mood go Ting-Tong!

The Challenge

Confectionery segment was growing at 11%, But Center Fruit volume has been stagnant for the last 5 years!

Multichannel Approach

We drove reach via different mediums such as Posters, Radio, Digital, Collaborations, Associations, and Regional communication channels.


  • Center Fruit became India’s Most Trusted Brand As Voted by ET Brand Equity from The Economic Times
  • 500 Cr. crossed in sales & we became India’s Top trusted brand · 16% Increase in sales after 6 years
  • Center Fruit was now being known as a ‘Mood Changer’!
  • Mood Ting Tong League – 2 MN+ Reach | 5MN+ Views
  • Official Gum Of RCB – 1MN+ Reach | 2.25 Lacs Engagement

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