Center Fresh calls for a new approach to first dates on this day of fresh breath
Center Fresh, the iconic gum and mint brand has caught the pulse of youth over the years. Eponymous for redefining youth culture in fresh breath space, the brand has tapped into several relatable youthful moments to create iconic narratives that resonate and inspire.
It’s no surprise, then, that Perfetti Van Melle’s powerhouse brand has chosen to commemorate Fresh Breath Day (August 6) by calling for a fresh take on a common malaise among millennials and Gen Z – the stress that accompanies the first meetings! The new digital campaign launched by the brand starring Rohit Saraf and Alaya F, focuses on the puzzles of modern dating and seeks to change the dating experience into what it should be – fun, fresh and stress-free.
For our millennials and Gen Zers, the dating rulebook is largely governed by how they are perceived during foreplay interactions. Young men and women give in to fear of judgment and therefore find it difficult to express their true selves, both virtually and in person. When to text, how to frame the text, who pays the check, and why is it so hard to meet people for the first time? This dynamic is full of overthinking and anxiety when it comes to dating, especially the first date.
Center Fresh’s new digital film highlights that exact storyline and is a relatable stream of conscience-style storytelling. Alaya F and Rohit Saraf go through the typical thought cycle of what happens after meeting a cute guy or girl. They unravel the anxiety of when, how, and other things that ultimately take the fun out of the dating experience. Center Fresh with its instant fresh breath proposition is described as a catalyst for trust, as the film calls for a new and authentic approach to dating that is untainted by typical rules of engagement.
Rajesh Ramakrishnan, MD- Perfetti Van Melle India (PVMI) said: “Center Fresh has been synonymous with “freshness” for almost three decades. The brand has focused on fresh breath confidence with contextual snippets and storytelling that is relatable and resonates with young people. On this Fresh Breath Day, our goal is to bring the magic of first encounters and take a fresh look at the stereotypical, classic rules that darken youth. We’re happy to onboard Alaya and Rohit because they truly represent today’s youth: confident, non-conformist, spontaneous and in tune with the brand’s personality.”
To boost consumer engagement, Alaya F and Rohit are asking their fans to share non-stereotypical, fun and witty dating ideas. Two lucky winners with the freshest entries have the chance to go on a dream date with the Rohit and Alaya F on Fresh Breath Day, i.e. August 06.
The campaign collaboration was facilitated by Wavemaker India, with support on the creative front from Ogilvy India. The campaign will be further amplified through YouTube and other social media platform promotions.