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.
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.
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."
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.
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
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.
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."
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.
.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