Campaign details
Brand: Perfetti Van Melle India (Center fresh)Agency: Creativeland AsiaRegion: APAC
Strategy
Objective
- The Stay Fresh Behind the Mask campaign was conceptualised with the objective of building relevance for the audience during the current Covid-19 pandemic.
- In the post-Covid world, the purchase of essentials like sanitisers, handwash and immunity boosters had increased and the discretionary spends had been 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...