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A summer of content for beverage companies

28-June-2007
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A summer of content for beverage companies

Though the temperature has abated somewhat, the monsoons have not dampened the sales or the spirits of the two beverage giants PepsiCo and Coca-Cola India. Both the companies have launched a slew of new flavours with a desi touch, supported by some very innovative marketing.

Coca-Cola launched their new products like Minute Maid Pulpy Orange and new Mazaa Aam Panna. The innovative consumer proposition of Minute Maid Pulpy Orange is explained by the brand’s tagline – ‘Refreshingly Orange, Surprisingly Pulpy’ – while Mazaa Aam Panna was test launched with the tagline ‘Maaza Aam Panna, Khatta Meetha Taazgi Bhara’.

Coca-Cola’s new commercials showcased Aamir Khan’s burps to Akshay Kumar’s stunts. In fact, it went a step further by introducing the concept of Red Lounge, providing youths a cool and safe place to hang out. The company also introduced the first of its kind consumer initiative by a beverage company – a national toll free consumer feedback number.

Likewise PepsiCo, under its ‘Flavour of Summer’, introduced new TVCs and new flavours for 7Up and Miranda Sorbet. The new range of Miranda Sorbet is a combination of the tangy taste of Mirinda with ice cream like smoothness. 7Up got a lemon lime flavoured low-calorie variant in February this year.

The launches were backed by new TVCs, which targeted the youth. The 7up TVC communicated the need for smart thinking and was titled ‘Milega green signal’.

A commercial for Mirinda Sorbet, created by JWT, showed brand ambassador Zayed Khan drinking his Mirinda Sorbet and having a smooth time, while everything around him was chaotic. The idea was to represent the smooth nature of the drink that allows one to have a great experience, while others have a difficult time trying to cope up. The launch also saw web and wireless activation from Mirinda through its website – www.mirindasorbet.co.in.

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