Processed food major Dabur Foods Limited, a subsidiary of Dabur India Limited, company with an annual turnover of around Rs 86 crore today launched a new fruit based drink called “Coolers”. The 30 second TVC of the product created by FCB Ulka will hit electronic media on June 7. A print campaign in all the leading national dailies will also run simultaneously. The campaign will communicate the central message of the brand, which is “Coolers kare andar se thanda”. The TVC is interplay between a child and sun playing hide and seek referred as “ice - pike”. The total media spend on the ad campaign is around Rs 5 crore.
Addressing a press conference on the launch, Amit Burman, Executive Director, Dabur India Limited, said coolers is the latest offering from the kitty. The product comes in three flavors mango, watermelon and pomegranate. Priced at Rs 50 per litre the product will be marketed in two phases. The first phase of launch will target all the top 30 metros and mini metros in the country. This will be followed by a second phase launch in 50 towns, he said.
Speaking to exchange4media.com Burman revealed that the company has plans of exporting real juices to US, Canada and Europe. At present exports are taking place to Australia, Middle East and Maldives. The revenue generated from these is around Rs 3 crore. However with newer destinations on the card exports of over Rs 10 crore are targeted this fiscal. The company is also targeting an annual turnover of Rs 200 crore by 2006. Out of this amount Real would contribute around Rs 130 crore and Coolers Rs 45 crore, he said.
Sanjay Sharma, Head Marketing, Dabur Foods Limited, said the basic brand building exercise for Coolers would revolve around the central theme that is natural drinks which cool from within. The target consumers are housewives, health conscious youth and working professionals, said.