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The Objective
In the confectionary segment of the Food and Beverages industry, Center Fruit had its name well established right from the start. With a strong and fun positioning of ‘Kaisi Jeebh Laplapayi’, the brand was leading the zone of ‘irresistible taste’ among other gum brands. However, while the confectionary business was growing at 11%, Center Fruit was experiencing subdued growth for 5 years. We went back to the drawing board and set three objectives for us to achieve to regain our place in the industry. 1. To thoroughly understand the changes in consumer behaviour. 2. To reposition the brand’s communication in line with our research. 3. To become a part of the daily lives of our consumers and thereby supplement a seamless increase in sales.
Stagnant Sales
The first and foremost challenge was our stagnant sales from the past 5 years. While the confectionary industry was growing at a rate of 11% we were facing stagnancy. As the pandemic struck us, everyone was confined to their houses and the gum sales started seeing a downward trend.
Changing Consumption Behavior
Being in the impulse category, the transaction and consumption is predominantly OOH. Colleges, offices, canteens, tapris etc are the major places where the gums are sold. Lockdown highly reduced the transaction/consumption opportunities. Moving the demand of gums from outside to inside was one big challenge which we managed to overcome through our campaigns.
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Campaign Name
Award Name
Tounge to Tong - Center Fruit
Agency Reporter Front Benchers Awards 2021
From Tongue to Tong Mood Ting Tong - Centerfruit (Perfetti Van Melle India)
Afaqs Marketers Excellence Awards 2021