Coca-Cola, which has launched a new apple flavour under the Fanta brand umbrella, has tapped into the mischievous nature of its brand ambassador Genelia D’Souza to capture its ‘Go Bite’ proposition.
According to the company, the Fanta Apple has been specially developed for the Indian palate and is targeted at today’s youth who are bold, expressive, and constantly on the lookout for creatively shielding themselves from convention.
The TVC, which broke recently across all regional and national channels, has been directed by Bauddhayan Mukherji from Little Lamb Films and conceptualised by Ajay Gahlaut, Creative Head, Ogilvy & Mather, Delhi.
The TVC shows Genelia at her mischievous best while avoiding yet another match-making attempt by a busy-body ‘matrimonial aunty’. In order to scandalise the lady, the girl coyly refers to Fanta Apple, while making Aunty believe that she is talking about the boy who offered it with dialogues such as ‘This is new’, ‘Feel like tasting it’ ‘Tastes crispy, just like an apple!’. With each dialogue, Aunty’s withdrawal increases, and finally she runs away when Genelia asks her ‘Should I get one for you as well?’ The ad ends with Genelia signing off saying ‘Go Bite!”.
Speaking on the brief, O&M’s Gahlaut said, “The brief that we got from Fanta was to bring out the basic Fanta values with fun and laughter. The tagline ‘Go bite’ indicates the existence of an apple flavour and to use human insight.”
The Coca-Cola Company has drawn up an intensive consumer activation campaign to market the Fanta Apple flavour. The 360-degree marketing communication plan involves organising road shows, including extensive experiential sampling sessions in markets, offices, malls and colleges. Complimenting the on-ground initiatives is the TVC.
Fanta Apple will be available across the country in a range of pack sizes – 200 ml and 300 ml returnable glass bottles priced at Rs 8 and Rs 10, respectively, and in mobile 600 ml PET pack priced at Rs 22. As part of a phased launch plan, Fanta Apple was initially made available to consumers in October 2008 in the southern states of Tamil Nadu and Andhra Pradesh.
Announcing the national launch of Fanta Apple, Venkatesh Kini, Vice-President - Marketing, Coca-Cola India, said, “Apple is one of the most preferred fruits in the country. This product has been developed specially for Indian palates. The launch of Fanta Apple is a step towards strengthening the company’s market leadership in the fruit flavoured sparkling drink segment.”