NEW DELHI: With the summer season not too far, cola majors are expectedly lining up a new range of aerated drinks for launch in the different regional markets. Keeping in view the increasing health consciousness of a large segment of society, the cola companies are also promoting pure packaged fruit juices. Coca-Cola’s Minute Maid Pulpy Orange juice, launched in the Indian markets in 2007, is a case-in-point.
Leveraging the brand equity, Coca-Cola has launched a lemon variant branded as Minute Maid Nimbu Fresh in Tamil Nadu, which is the favoured test market for cola brands. The new lemon drink is purportedly prepared with top-quality fresh lemon juice concentrate just like natural, home-made ‘nimbu pani'. The product tagline ‘Bilkul Ghar Jaisa’ explains this.
To grab audience attention for the new brand, Coca-Cola has launched an innovative OOH campaign in the key cities of Tamil Nadu. The OOH duties have been vested with MOMS, the OOH specialist arm of Madison World.
MOMS has executed the OOH campaign in key cities such as Chennai, Coimbatore, Madurai, and Salem and Trichy with deployments at strategic locations with high traffic flow and frequent presence of the target groups that include office-goers, students and others.
The OOH firm has used a mix of OOH properties including strategically placed conventional and unconventional mediums. The spread was meant to give a plastering effect in the cities in a clutter-less fashion, with deft use of innovations.
For the big impact, MOMS deployed life-size PET bottles of Minute Maid Nimbu Fresh and replicas of sliced lemon on mobile vans in Coimbatore, Chennai and Madurai with the creative serving as a backdrop.
For variation, MOMS also introduced backlit human translites, with the phrase coined as ‘Lookwalkers’, to showcase the new brand. A team of ten ‘Lookwalkers’ moved in high visibility areas in Coimbatore and Madurai carrying vertical backlit translates bearing the Minute Maid Nimbu Fresh creative.
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The 360 degree marketing communication plan that MOMS adopted for the brand has involved organising road shows including experiential sampling sessions, presence in engaging touch points, etc. Part of a phased launch, ‘Minute Maid Nimbu Fresh’ will be initially made available at 35,000 outlets in Tamil Nadu and be rolled out nationally by the year-end, reaching 90,000 outlets.
The history of Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation launched the brand Minute Maid. The Coca-Cola Company subsequently acquired the Minute Maid brand in 1960. Over the years, through continuous innovations and unmatched consumer experience provided in over 60 countries, Minute Maid is now one of the world's leading juice and juice drink brands.