Radio Advertising
Client Perfetti Van Melle India
Brand Center Fresh Ocean
Agency Ogilvy & Mather Pvt. Ltd.
Audience Teenagers, college going kids.
Brief
 Confectionery is a very dynamic category when it comes to developing new flavours and variants in different formats. The objective was to announce a new variant Center Fresh Ocean which has cooling crystals. The communication had to focus on the fact that their favourite liquid-filled gum was now available with cooling crystals for that extra freshness.
Solution
 The communication idea was to play on the brand name “Ocean” and its feature of liquid-filling and cooling crystals. People call for help when they’re drowning. But what if the liquid is so delicious that they don’t want to be saved? This insight turned on its head became the idea.