|Name of Publication||Place of Publication||Date of Publication|
|A&M||New Delhi||15 May 1998|
Be Ostracized No More
company is back. Candico India has nationally launched After Smoke mints.
The company already sells mints under the Mint-O brand, along with a variant
However, since the USP of After Smoke is that it provides fresh breath even after smoking, it is more likely to be devoured by youngsters wanting to rid them selves of the incriminating smell before entering the house, but the company refrains from saying this out loud. The
handled by Ambience, is going to be tongue-in-cheek. And the packaging will
carry humorous warning such as : 'smokers ' breath can ruin your love life'.
Though competition comes from brand such as Clorets and Chloromints, Khaneja feels that After Smoke is secure as the other two are general breath fresheners and not specific to smokers. Going by the same logic there is no question of being eaten up by Mint-O either. Khaneja places the overall market for mints at 175 tones a month(since it is largely an urban, phenomenon),of which the Mint-O range claims to have 40 percent share. The other major player is Nestle's Polo. The market saw intense activity as the two brands fought for consumer preference last year. The new entrant may rekindle the war. The product will be manufactured at the company's plant in Nagpur and will be distributed in all towns with population of 25,000 and above.
company claims that it will be available in two lakh outlets.