PepsiCo today announced the launch of its popular mango juice drink brand Slice in Mumbai. Slice has seen powerful consumer momentum post its re-launch two years back creating disruptive excitement in the mango juice drinks category.
Slice was introduced into other key markets of Maharashtra like Pune, Thane, Vashi, Nasik over the past 2 years in a phased manner. After tasting success in these markets, PepsiCo now aims to solidify its market leadership by tapping the vast potential of one of the largest Mango Juice drink markets in India Mumbai by extending the popular formulation and communication to the city. Slice will be available in various pack sizes of 200ml Returnable Glass bottles (Rs.10/-), 250ml Returnable Glass bottles (Rs.12), 500ml & 1.2L PET bottles at Rs. 25 & 55 respectively & 200ml Tetrapack at Rs.12/-.
The brand in its new avatar had introduced the sensational concept of 'Aamsutra' which celebrated mango indulgence with its great new taste, new logo and packaging graphics & brand proposition personified by its brand ambassador Katrina Kaif. 2010 will witness season 3 of Slice 'Aamsutra' campaign supported by an aggressive marketing plan comprising of television, print, radio, outdoors & on ground activation.
Commenting on the launch, Homi Battiwalla, Director, Juice & Juice based drinks, PepsiCo India said, "The markets of Western India are very significant contributors to the Mango Juice drinks Industry & of these, Maharashtra is the most significant . In Mumbai, the category has always been synonymous with the heritage of Slice Mangola. With the launch of Slice in Mumbai, we aim to strengthen our leadership further by catering to the varied taste need of our consumers through the delicious new taste of Slice & our communication campaign aimed at creating greater appeal within our TG to create incrementality.
The latest Slice TVC retains the the signature moments of mango indulgence & the lilting Rasiya track setting the mood, as Katrina leads her on-screen partner to a game of "who blinks first" only to give into the taste of pure mango pleasure. The TVC has been shot in a boat against the backdrop of a romantic forest, thus bringing indulgence to life. The campaign has been produced by Nirvana Films & directed by Prakash Varma.
In addition, the brand is unveiling a brand new Outdoor & Print campaign shot by leading French fashion photographer Bruno Dayan. The new Black & White look is contrasted by the rich colour of Mango Slice, creating instant visual drama.
Talking about the new communication, Hari Krishnan, Vice President, JWT said, "This year marks the third year for the 'Aamsutra' campaign which has not only created a unique clutter breaking identity for Slice but has also successfully differentiated the brand in the mango juice category. Today 'Aamsutra' campaign enjoys top of the mind recall amongst consumers and has become synonymous with Katrina's association with Slice. The creative thought behind the new communication was to dial up the 'indulgence' quotient by highlighting the brand's core positioning of sensorial, highly pleasure driven experience, well associated with mangoes.
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