Center Fruit first came into the light in 2008 as the first fruity flavored chewing gum.

In no time it
became a consumer favorite brand in every household. The brand has since grown to become the
juggernaut it is today in the confectionary industry, claiming the title of the no. 1 chewing gum brand in
Bangladesh by taking over lion’s share of the market. Starting with their iconic strawberry flavor, Center
Fruit has seen many additions in terms of variance over the years. Flavors such as Watermelon, Mango,
Litchi etc. continued to attract more consumers with the addition of special variants like Play and
Sparkiez. Bearing the Cricket World Cup 2019 and FIFA World Cup 2018 in mind, ball shaped gums
under Play were introduced.

The Pandemic:
COVID-19 has presented a whole new challenge for Center Fruit, as most consumers of Center Fruit
consume Center Fruit out of home and is mostly an impulse purchase. People going out usually purchase
necessities, opting out confectionaries in most cases. The closing down of educational institutions also
had a big impact since students have been restricted the opportunity to purchase. In order to tackle the
new situation, Center Fruit has decided to partner up with online platforms and e-commerce websites. But
people are not aware of the availability of Center Fruit in online platforms. The management team hopes
with the right promotion, people will be more than willing to purchase Center Fruit sitting at their own
homes. Additionally, the team wants to change the impulse purchase behavior pattern of the customers.

The Task:
You are now tasked with planning a 6 month long digital promotional campaign to increase in-home
purchase and consumption of Center Fruit