New Delhi: Sharpening its focus on making healthy breakfast options widely available for consumers, Food and Beverages major PepsiCo has launched a new campaign for its fruit juice brand Tropicana. This comes on the heels of the successful ‘100% Juice’ campaign that PepsiCo launched in late 2008. The new campaign focuses on Tropicana 100% fruit juice as an integral part of a complete breakfast.
Commenting on the new campaign, Homi Battiwalla, Director, Juice and Juice Drinks, PepsiCo India said, “Tropicana has been very successful with a slew of initiatives behind its 100% range of juices, which included the launch of the new Mixed Fruit Juice last year. These have been pivotal in making Tropicana 100% India’s largest selling 100% Juice brand. The new Tropicana 100% Juice communication, aims to unlock the Juice category in India, by positioning it as a critical constituent of the Breakfast Menu. With the growing lifestyle trend of "Rushed Breakfast", nutrition often tends to get compromised. The new Campaign, introduces the powerful functional benefit of 9 Natural Fruit Nutrients that is present in every 200ml serve of Tropicana 100% juice.
The new 2010 TVC takes a page out of the daily life of a typical urban household, showing a young couple rushing through breakfast, only to find food on the plate shrinking dramatically. This baffles the man but his smile returns when his wife restores parity by adding a glassful of Tropicana 100% juice to the breakfast. The TVC will be complimented by a powerful Print led surround campaign that aims to educate consumers about the effect of cutting short breakfast & how Tropicana with its 9 Fruit nutrients can add back nutrition to one’s breakfast.
Commenting on the campaign, Hari Krishnan, Vice President, JWT said, “Tropicana as a brand is all about nutrition. The new campaign "Let’s Make Breakfast 100%" reinforces the wonders of a warm, nutritious, fulfilling breakfast and highlights the importance of a complete nutritious meal. This serious everyday life issue is tackled in an entertaining and engaging manner that will surely be appreciated by the consumer.
The campaign will also be associated with a host of innovative channel centric activities aimed at reinforcing the ‘Tropicana – Complete breakfast’ association. Notable among them being some customized Modern trade initiatives. In addition, the brand has revamped its Back of Pack Graphics to highlight the Nutritional benefit that Tropicana 100% Juices bring to one’s Rushed Breakfast.
The Juice Category is growing at a healthy pace, and gathering momentum across the country. The North is the largest contributor to this category & Tropicana generates significant part of its business from the core markets of Delhi, Punjab & Maharashtra. Tropicana 100% is the market leader in the 100% Juice category.
Tropicana 100% Juices are available in 200ml & 1L packs priced at Rs. 22/- & 85/- respectively in Orange, Apple, Mixed Fruit & Grape flavours.
Bureau Report
