We want to double our distribution in smaller towns: Director- Marketing, Tropicana

The juice brand recently released its #MyHealthMyway campaign with actress Katrina Kaif as its first ever brand ambassador in India

e4m by Dolly Mahayan
Updated: May 3, 2018 8:52 AM

Tropicana, the juice brand from Pepsico, recently released its #MyHealthMyway campaign. The brand has brought on board Bollywood actress Katrina Kaif as its first ever brand ambassador in India.

According to Vineet Sharma, Director-Marketing of Tropicana, the idea behind the campaign is to tell the youth how the juice is just perfect for them. “With this campaign, we are telling the youth to focus on their health and not depend on anyone else for it. Youth today no longer need to be told that they should be healthy. In fact, they themselves are conscious of their health. Today, they are looking out for something that is tasty and nutritious. And this is why brand Tropicana is a perfect fit for them,” said Sharma.

Sharing insights on the campaign, Sharma said health may mean different things to different people but the core idea is that everyone wants to be healthy and this is the thought behind the campaign.

“Health does not hold the same meaning for everyone. Health has different definition for different people in different town. But the core idea is that everyone wants to be healthy. And that’s how we came up with this campaign,” he said.

“In ‘My Health, My Way’, ‘My Health’ is a way of self-expression and ‘My Way’ implies: in my own way,” Sharma added.

Talking about the brand’s future plans, Sharma said they are aiming to make their presence felt in smaller towns. “The brand aims to double its distribution in smaller towns. As part of the marketing strategy, our first step would be to make our presence felt in smaller markets. We want to inform customers in these towns about our offerings and tell them that they have the option of drinking Tropicana, which is a healthy and tasty drink.”

“Our goal is to double the Tropicana business by 2020. As part of the strategy, we have entered into a strategic partnership with Varun Beverages (VBL) for ramping up distribution in North and East regions, with a particular focus on Rural and Rest of Urban (RoU) market expansion. Currently, Rural and ROU segments contribute approximately 60 per cent of the juice market in India, and we see tremendous opportunity to unlock the potential of the brand in these segments,” he explains.

“We have a robust portfolio of healthy juices and fruit beverages that offer a convenient choice for consumers. Add to that, we have also refreshed the product packaging,” shares Sharma.

Speaking on the advertising strategy, Sharma said the company will primarily use outdoor and television mediums to reach out to consumers in rural markets, while digital will give them an added impetus in the urban markets.
“For this particular campaign, the new TVC ‘My Health My Way’ will be amplified through a strategic 360-degree marketing plan,” he mentioned.

Talking about the brand’s association with Katrina Kaif, Sharma said, “Given Katrina’s zeal for fitness despite a very demanding work schedule, she is a great fit for our new ‘My Health My Way’ campaign. We will also work with Katrina to create awareness about our hero product, Tropicana Essentials IRON, which helps bridge the gap in iron intake, given the iron deficiency is a prevalent issue in India.”

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