Center Fresh: Love in the Time of COVID

Krittika Chakraborty, Rohitash Srivastava

Confectionary brand, Centre Fresh Mints, made breath mints relevant in a pandemic world without physical meetups with its online campaign in India.

Campaign details

Brand: Center FreshBrand owner: Perfetti Van MelleEntrant company: Ogilvy & Mather GurgaonIdea creation: Ogilvy & Mather GurgaonMarket: IndiaSector: ConfectioneryMedia channels: Content marketing, Online video, Product sampling, Social media, Word of mouth, InfluencersBudget: 500k - 1 million

Executive summary

In 2020 as COVID-19 struck, India imposed a super strict lockdown. Young people were not only pulled away from all physical interactions with the opposite sex, but had to sacrifice their privacy completely in a home filled with family members.

Mints were meant to bring young...

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