Summer is still a few months away, but beverage companies have already sharpened their advertising claws. The focus for now is on juice drinks rather than cola drinks. Coca-Cola India has rolled out a new campaign for its Minute Maid Pulpy Orange drink that stresses on its freshness appeal and real orange content.
The new communication initiative draws its inspiration from the hugely successful Minute Maid Pulpy Orange launch campaign and brings back the big question, ‘Where is the Pulp?’ The TVC has been conceptualised by Leo Burnett ECDs Sainath Saraban and Sambit Mohanty. The TVC, which has been shot in Malaysia, is directed by Malaysian Director Farouk Aljoffrey of Planet Films, while the music has been composed by Ram Sampath.
The latest brand communication campaign, in a cooler and fresher avatar, brings out the point that every time a consumer drinks a bottle of Minute Maid Pulpy Orange, somewhere an orange loses its pulp. The campaign targets young adults and is set to break nationally on February 3, 2008.
Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said, “Coca-Cola India enjoys market leadership in the juice drink segment through Maaza and Minute Maid Pulpy Orange. The new integrated communication for Minute Maid Pulpy Orange will further extend the company’s leadership in this fast growing segment. The latest initiative targets young adults who are on the lookout for a naturally refreshing juice drink. And what better way to do this than having Minute Maid Pulpy Orange with natural orange pulp.”
Commenting on the creative challenge, Sainath Saraban, Executive Creative Director, Leo Burnett, said. “We created a fabulous differentiator with ‘Where is The Pulp?’ It is simple, fresh and clutter-breaking. So, this time around, too, we have dramatised the missing pulp idea, but in a different manner.”
The new campaign emphasises that more and more consumers are experiencing the magic of the pulp. The ad shows a montage of situations with people getting surprised in various locations as they touch and see a orange deflate – be it in a mall, in a kitchen, at home and also while with friends. All of them are curious and have just one question, “Where is the Pulp?” Only at the end of the TVC is it revealed that for every deflated orange, there is a Minute Maid Pulpy Orange being consumed by someone, somewhere.
“The message behind the TVC is that it is a drink that is refreshingly orangy and surprisingly pulpy,” added Saraban.
Coca-Cola India has drawn up an aggressive consumer activation campaign to market Minute Maid Pulpy Orange in the country. Saraban added, “We will be airing the TVC on all the entertainment and news channels. The 360-degree marketing communication plan involves organising road shows, including extensive experiential sampling sessions in markets, offices, malls, and colleges, all backed by a range of exciting contests. We will be coming out with print, radio and OOH hoardings all over India.”