Courtesy:
IndiaFM
Wednesday,
July
18,
2007
ITC
Limited
-
Foods
Division
today
announced
the
expansion
of
the
Mint-O
Fresh
portfolio
with
the
launch
of
Mint-O
Fresh
Cool
Green.
The
new
variant
Mint-O
Fresh
Cool
Green
will
provide
further
thrust
to
the
formidable
presence
that
Mint-O
Fresh
has
established
in
the
adult
mint
category.
The
brand
has
also
roped
in
the
bold
and
confident
Rakhi
Sawant
to
highlight
the
brand
and
product
salience.
Speaking
on
the
occasion
of
the
launch,
Mr.
Ravi
Naware,
Divisional
Chief
Executive,
ITC
Ltd
-
Foods
Division
said
"The
new
variant
of
Mint-O
Fresh
hallmarks
ITC
Foods'
innovative&differentiated
product
strategy.
ITC
Ltd
-
Foods
Division,
being
at
the
forefront
of
product
development
and
innovation
has
introduced
the
new
variant
of
Mint-O
Fresh
after
months
of
product
and
consumer
research.
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."
The
communication
of
Mint-O
Fresh
has
been
about
breath
freshness
enabling
the
protagonist
to
win
over
his
girl.
The
tagline
"Jab
Laila
ko
karna
tha
impress
to
Majnu
ne
khayi
Mint-O
Fresh" has
stood
the
test
of
times
and
is
still
widely
known
and
remembered.
Speaking
on
the
new
campaign,
Ishita
Tandon,
Brand
Manager
-
Confectionery,
ITC
Ltd-Foods
Division
said
"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.
What
better
than
impressing
rakhi
sawant."