MUMBAI: Perfetti Van Melle India (PVMI) has launched a new interesting product ‘Colour Your Tongue’ under its flagship chewing gum brand Center Fruit.

The product’s unique proposition is that it turns the tongue blue when chewed, aptly portrayed in the new television commercial. The campaign has been created by Ogilvy & Mather is currently on air across Kids channels and select GECs.

Commenting on the launch, Perfetti Van Melle India category head - gums Mandar Keskar 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 some fun! It is not only a completely new flavour offering but also provides an exciting experience of turning the tongue blue when chewed. A sure shot delight, especially for our younger consumers.”

In the latest commercial for Colour Your Tongue, product positioning has been incorporated in a smart and witty manner and has added a new colour to it.
 “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” says Ogilvy & Mather, Mumbai group creative director Anurag Agnithotri.

Launched in 2006, Center Fruit is country’s first fruit-flavored, liquid-filled gum and comes in a variety of flavors.