Campaign details
Brand: Perfetti Van Melle India (Center fresh)Agency: CREATIVELAND ASIA
Strategy
Objective
- The Stay Fresh Behind the Mask campaign was conceptualised with the objective of building relevance for the audience during the COVID-19 pandemic.
- In the post-COVID world, the purchase of essentials like sanitiser, handwash and immunity-boosters had increased and the discretionary spends had drastically reduced.
- From a shopper standpoint, the frequency of visits to brick-and-mortar outlets dropped drastically as the purchases were more planned, less impulsive.
- The conventional need or the occasions demanding one to be fresh-breath-ready, like socialising outside, became a distant reality given...