Perfetti van Melle chewing gum brand to be handled by Premium S.r.l.
Italian chewing gum brand Brooklyn is crossing the bridge into the licensing space, with Perfetti van Melle appointing Premium S.r.l to handle the consumer products programme in Italy.
Brooklyn was the first chewing gum to be made in Italy, more than 60 years ago, launching with the iconic brand identity of the famous Brooklyn Bridge to appeal to the US way of life.
With memorable ad campaigns across Italy, Perfetti van Melle believes the heritage of the property makes it perfect for collaborations with Italian brands in key categories including accessories and personal care.
Christine Cool, area licensing manager at Perfetti van Melle Group, commented: “We are very excited to open up new business channels with our mythical Brooklyn brand for lifestyle opportunities.
“The brand lends itself perfectly to create authentic vintage-inspired collections and Premium has a perfect understanding of the core of the brand to identify the partners that are able to create a unique consumer experience for the Italian public with this nostalgic brand.”
Maria Grazia Bussandri, managing director of Premium, added: “[Brooklyn] is an historical brand which has accompanied entire generations of Italians in their growth, gaining a formidable evocative power.
“We are sure that Brooklyn will have a great success and will be welcomed with great affection by the public.”
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