‘Absolutely Mangolicious’, that’s what PepsiCo’s mango juice drink brand Slice aims to be. And to reinforce this new positioning is a new taste, new look, new 3D brand logo and new communication.
Punita lal, Executive Director-Marketing, PepsiCo India, explained, “Mango has always been associated as a highly indulgent fruit. Therefore, for Slice, it was a natural progression to build its brand proposition on the plank of mango pleasure and indulgence. Supporting the new face of Slice is our novel creative idea of ‘Aamsutra’ and we are very excited about it. We are confident that the great new taste, cool packaging and creative communication will appeal to mango lovers.”
Homi Battiwalla, VP-Emerging Categories, PepsiCo India, said, “We have always propagated the joy associated while having Slice in our communication, and now with the new formulation, packaging graphics and communication idea, we intend to own the platform of pure mango pleasure. Our initial concept trials in key geographies were extremely successful and generated a positive response from our consumers.”
Hari Krishnan, VP, JWT, the agency responsible for Slice’s campaign, said, “The creative thought behind the new communication was to enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. These are very relevant yet untapped codes of this category. Most players are appropriating the basic attribute of the fruit, whereas the differentiation lies in pushing pleasure to the next level. And that is exactly what ‘Aamsutra’ will do.”
To enhance this pleasure quotient is Katrina Kaif, the recently appointed brand ambassador for Slice, who said, “It feels great to be the first brand ambassador for Slice and it was truly enjoyable working in Slice’s first commercial of the year. Slice is the finest tasting mango drink I’ve ever had, and its new re-formulated taste will offer mango lovers the ultimate mango pleasure.”
The new Slice communication will be seen through the year and will be supported by an aggressive marketing plan comprising television, print, radio, outdoors, web and wireless as well as on ground activities. The first commercial of Slice’s new campaign created by JWT and featuring Kaif will break in the second week of April 2008.