Indiantelevision.com Team

(17 July 2007 5:00 pm)

MUMBAI: ITC Limited - Foods Division has launched Mint-O Fresh Cool Green as a part of an expansion to their existing Mint-O Fresh portfolio.

The brand has roped in Rakhi Sawant as the brand ambassador to highlight the brand and product salience.

ITC Ltd - Foods Division divisional chief executive Ravi Naware said, "Mint-O fresh has been launched after months of product and consumer research. It is milder and sweeter in taste and the cool green color of the mint connotes freshness and imparts oral hygiene and mouth freshening benefits."

"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," he added.

The communication for Mint-O Fresh has been about breath freshness enabling the protagonist to win over his girl with the tagline Jab Laila ko karna tha impress to Majnu ne khayi Mint-O Fresh.

The new communication intends to present the brand promise in a different 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, states an official release.

ITC Ltd-Foods Division brand manager confectionery Ishita Tandon 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," she added.

Mint-O Fresh Cool Green has been developed with a combination of two flavours - spearmint and peppermint while the eucalyptus and clove flavours are already available in the market.