ITC Limited has announced the expansion of the Mint-O-Fresh portfolio with the launch of Mint-O Fresh Cool Green. The new variant Mint-O-Fresh Cool Green will provide further thrust to Mint-O Fresh in the adult mint category. The brand has also brought in Rakhi Sawant as its brand ambassador.

"Mint-O fresh Cool Green" is milder and sweeter in taste and the cool green colour of the mint connotes freshness and imparts oral hygiene and mouth freshening benefits. It has been developed with a combination of two flavours - spearmint and peppermint," said Ravi Naware, divisional chief executive, ITC Ltd foods division.

Naware added, "The new product will be supported by a multi-media communication campaign including a new television commercial featuring Rakhi Sawant. The initial campaign will be further supplemented by on-ground promotions distinctly communicating the product attributes and brand essence."

Mint-O Fresh, the hard boiled mint candy brand from ITC Foods stands for freshness that inspires self-confidence and plays a lead role in the consumer''s social interactions. The communication of Mint-O Fresh has been about breath freshness enabling the protagonist to win over his girl.

The tagline "Jab Laila ko karna tha impress to majnu ne khayi mint o fresh" has stood the test of times and is still widely known and remembered. This communication has worked well for the brand and has enabled it to gain shares in a short period of time in the face of intense competition. The brand today is a leader in its category.

Speaking on the new campaign, Ishita Tandon, brand manager, confectionery, ITC Ltd-Foods Division, said, "Adult mint confectionery is an impulse category where salience for a brand is very important. It is critical to get cut-through so that the consumer remembers the brand and asks for it at the point of sale. Signing on Rakhi will help us get this cut-through and improve brand salience.

"Also, Rakhi is bold, confident and frank and Mint-O Fresh has similar brand values. Thus there is a good fit with Mint-O Fresh. Moreover, the brand statement has been breath freshness and the communication has been about the protagonist trying to impress his girl. What better than impressing Rakhi Sawant."

While maintaining the inherent property of freshness and confidence through Mint-O Fresh ,the new communication intends to present the brand promise in another fresh and exciting manner. The use of street parlance dramatized through a protagonist trying to impress his girl is set to enhance the brand connect with its target audience.

The .50p cough lozenges segment, which accounts for 10.3 per cent of the total confectionery market in value terms, is one of the fast growing segments with a three-year CAGR of 32 per cent. The segment has gained tremendous popularity over the past three years.