PepsiCo India recently launched Tropicana Twister, its international fruit drink brand, in India. Targetted at young adults who are on the lookout for natural refreshment on the go, Tropicana Twister is being launched in a phased manner, starting first with the Southern states of Tamil Nadu, Andhra Pradesh and Karnataka. The TVC to promote the brand reinforces its fresh fruity appeal. The TVC, which has been directed by Farouk Al Joffrey and scripted by Soumitra Karnik, Creative Director, JWT, will break in November.
Sucheta Govil, VP-Innovation, PepsiCo India, said, “The juice and juice drinks category in India stands at Rs 1,200 crore and is the second fastest growing liquid refreshment beverages category. With Tropicana Twister we aim to bridge the gap between health and refreshment, which according to our research, was an untapped opportunity in India. Tropicana, the world’s No. 1 juice brand and our flagship juice brand in India, has gained considerable presence in the country and has strengthened its equity over the years. With this new launch in our brand portfolio, we hope to extend our leadership.”
Govil added that the TVC would kick off in November in few entertainment and news channels. The communication package will consist of a mix of consumer outreach programmes to support the Twister launch across urban markets. Through an integrated communications mix spanning modern trade, traditional trade, trial generations, TV, radio, outdoors and consumer/trade promotions, Tropicana Twister aims to spread its consumer base and reach out to the youth, who form its core target audience.
The TVC shows some pretty girls picking oranges at an orchard, which they pile on to a truck. The truck passes by a young guy on a street. A Twister vending machine suddenly lands in front of him and he takes a chilled bottle of Tropicana Twister from the machine. As soon as he takes his first sip, he is pelted by the freshly plucked oranges by the girls in the truck. The oranges explode like water balloons on impact, drenching the guy in fresh orange juice, thus reinforcing the brand’s promise of ‘Fruit Ka Fresh Hit’.