Billboard of the week: KDD Harvest’s king size installation

Taking the experiential route, KDD has put up a 15 ft tall structure of an oversized fruit juice box of its brand Harvest at Korum Mall in Thane, Mumbai

e4m by Priyanka Nair
Updated: May 2, 2013 7:07 PM
Billboard of the week: KDD Harvest’s king size installation

With the onset of summer in India, cold beverage brands create extensive retail splash to attract consumers by the experiential route.

This summer, Kuwait-based manufacturer and distributor of food and beverage products KDD, which is gearing up for an India foray with its brand Harvest, has turned to experiential marketing to build awareness and create consumer connect.

As part of the activation in Mumbai, a 15 feet tall structure in the form of an oversized carton of fruit juice with fruits pouring out of it was installed at Korum Mall in Thane, Mumbai. The brand had executed a similar campaign early this year in Chennai.

Here are two reasons why we think KDD Harvest’s retail installation deserves a special mention...

Smart strategy
It is interesting to see how a brand is replicating the same retail design and is able to attract eye balls in different markets. The phased marketing approach is a good move by the brand.

Effective approach
In the era of modern retail, every brand wants to give its potential consumers a good experience before their purchase. The brand here not only aimed at doing that but also gave a creative touch, which will surely gain recall value for it.

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