MUMBAI: Unusually Cool! Mint-O, the flagship brand of the confectionery division of ITC Foods, will be communicating this statement of attitude through its new television campaign for its latest product variant Mint-O-Lemon. The creative team of its ad agency has come up with the idea of "feel-good vapour" which accompanies a person who consumes Mint-O.

A press release states that Mint-O-Lemon will sport an attractive mnemonic and colour combination, which is distinctively vibrant and contemporary. The green, yellow and white motif on the packaging communicates the product benefits of Lemon mint flavour.

The release also quoted ITC Foods CEO Ravi Naware as saying: "The recent introduction is in line with our marketing strategy of adding excitement and contributing to the growth of the category. Minto, has always differentiated itself by bringing out new and innovative product variants. Today, Minto is the only brand in the compressed mint market to have three exciting flavours - Regular (Mint), Orange and Lemon".

The release adds that Mint-O - Lemon, is priced at Rs 5 and Rs 2 per roll respectively and available in over 6,00,000 outlets across the country. Mint-O, the flagship brand of ITC Foods in the compressed mint market in India, was acquired in March 2002 from Candico India Limited. Since its acquisition, the brand has undergone a complete makeover in terms of packaging, positioning and path-breaking product recipe.