Perfetti launches Colour Your Tongue, Center Fruit chewing gum variant

Perfetti Van Melle India (PVMI), one of the country's leading confectionery brands, launched Colour Your Tongue, an addition to its chewing gum brand Center Fruit. The product’s unique selling proposition (USP) is that it turns the tongue blue when chewed. The product comes in a mono pack and is priced at Re 1.

Commenting on the launch, Mandar Keskar, category head, gums, PVMI, said, “We, at Perfetti, believe in doing something distinctive with every new launch. Center Fruit Colour Your Tongue is meant for all those with a taste for fun. It is not only a completely new flavour offering, but also turns the tongue blue when chewed. It is a sureshot delight, especially for our younger consumers.”

“Colour Your Tongue is a very interesting product. We wanted to demonstrate the fact that it turns your tongue blue in an equally interesting way,” said Anurag Agnihotri, group creative director, Ogilvy and Mather, Mumbai, which has made the television commercial for the product.