Come summers, the tube is getting flooded with 'cool' juicy campaigns. However, the juicy journey is going to be different for marketers this season. While Dabur Foods is using children to do the talking for Coolers, Godrej Foods is titillating the consumers with the 'exotic' XS.
The core brand message for Coolers is "Coolers kare andar se thanda" and that of XS is to "sweat it out" this summer with the exotic range of juices and nectar. Interestingly, both the brands, comparatively new in the market, are put to test this summer.
The marketers are looking at aggressive targets this year from the juices. Amit Burman, CEO, Dabur Foods, had earlier told exchange4media that the company is looking at Rs 7 to 8 crore this year from Coolers, the natural, ready-to-drink beverages offered in traditional recipes. It and has set a target of Rs 20 crore for next year.
For Real, the company has set a target of Rs 110 crore for next year, he said. Real and Activ are the two strong brands from Dabur's stable. Real has seen a 45 per cent growth, while Activ has shown 70 per cent growth.
Coolers, which was launched late last year, didn't fare well and now the brand is re-entering the market with a slight variation in the formulation and a new advertising campaign made by FCB Ulka. The 30-second film shows kids playing on the beach and being wooed by the vendor who serves them Coolers from "thande phalon ki gaadi".
On what really went wrong with the brand, Sanjay Sharma, Head, Marketing, Dabur Foods, said, "We launched Coolers when the summers ended and we found that the advertising was not focused. There were too many messages and this confused the consumer. This time, we are introducing Coolers with an improvement in formulation and a clearly defined message."
In the formulation, he said, the pulp has been increased and the sugar content has been reduced so that the delivery of flavour is higher. The Coolers campaign has hit the media since May 9 and the media spend on the advertising campaign has been Rs 4 crore.
Meanwhile, XS, the new brand from Godrej stable, is positioning itself as "new, exciting and exotic" fruit juices. M Y Varma, executive VP, Sales and Marketing, Godrej Foods, said, "The feel of the campaign is exotic and sensuous in tune with the new range of exotic flavours." Asked on the sales target, he said, "We expect to triple our current sales with this campaign." The campaign hit the media on May 6. It was created by AMO Communications. The film has been shot in Mumbai and directed by Anant Mahadevan. The cost of the film has been approximately Rs 20 lakh.
Varma said that the company would keep adding flavours to the XS range although they are not looking at fruit-vegetable combinations. The fruit vegetable combination, which was first introduced by Real, worked well in Dabur's favour. So much so that the company has added two more variants under its Activ brand. The new flavours are mixed fruit spinach cucumber and mixed fruit beetroot carrot, targeting fitness conscious consumers.
Sharma, said, "We found strong acceptance of fruit-vegetable combination, which is why we have extended the range."