Del Monte, in association with Bharti Foods in India has launched its fruit and fruit-based drinks in the market with the catchy tagline – you ain’t had nothing like this before !! The aim is to take on the market leader Frooti from Parle Agro, and the newer players like Tropicana and Minute Maid from Pepsico and Coca Cola respectively. Watch the campaign below:
The ad is definitely well crafted, and does a few things correctly:
1. It’s Different : Reminding of Maggi’s It’s different campaign a few years back, this campaign does not talk about how good the product is. The customers are getting bored with the products being shown as not only good, but larger-than-life good. They only take note of the brand at times from the ads, and rarely think about ‘how good’ is the product. Hence, Del Monte has dispensed with showing the ‘degrees of goodness’. They simply present their product as ‘different’. They prod on the desire to experiment that people have. The customer, with a ‘variety is the spice of life’ attitude, goes for it. This is especially apt for a new brand since it generates loads of trials. And once the trials are achieved, the marketers job is done, and he can sit back and hope that the R&D have come up with a product which is good enough and different enough to be successful.
2. Youth Connect : As I keep saying in a lot of my posts, connecting with the youth is an ideal thing to do for most brands, with youth forming a bulk of the Indian population, the ones with the desire to experiment and the means to do it. A couple of things done correctly in this regard:
a) In the campaign: Use of the youth models (in decidedly youth attire), english vocals, stylized lyrics make the campaign automatically directed towards the youth.
b) The packaging: A new PET packaging of larger size, and more importantly, packaging into cans – hitting the competitors like Tropicana, Real and Frooti who stick to tetra-packs. In today’s market environment, the consumer is interested in being health-conscious, preferring juices and fruit drinks to carbonated soft drinks (CSD). But he still wants to show-off as being trendy. The packaging in cans helps put a trendy feel to having Del Monte drinks, making it the ‘in-thing’ to have.
So, Del Monte, having made some inroads in the ketchup segment it entered some time back, has pitched itself to take on the super-giant corporations in a relatively nascent market. It will be interesting to watch their progress.
Non-Carbonated Beverages Market : Rs 3500 Crores – fruit-based drinks comprise Rs 3000 Crore out of it
Non-Carbonated Beverages Market Growth rate ~ 14%, Carbonated Beverages Market Growth Rate ~ 5.6 %