SLICE brings alive ‘Thickest Mango Drink’ proposition on OOH
By Bhawana Anand - April 01, 2020
Media Supplements creates an indomitable outdoor presence for the fruit based soft drink in Mumbai & Delhi
Making this summer season sweeter, PepsiCo brought the taste of irresistible mangoes in a new avatar with the launch of the new reformulated Slice, making it India’s thickest mango drink. This claim substantiated by an independent research conducted by Nielsen; the brand further instigated the entitlement through a 360 degree campaign having OOH medium as its essential part of it.
Talking about the OOH medium and its utilization exclusively with Media4Growth, Vineet Sharma, Director, Juices, PepsiCo India said, “OOH has been an integral part of the marketing mix for the ‘Slice-thickest mango drink campaign that breaks away from the earlier Slice campaigns and intends to engage with consumers about the new formulation of slice which is thicker and tastier than other mango drinks, a claim validated by Neilson. The campaign builds on strong product differentiation while romancing the product in order to drive trials. It has majorly contributed to key message delivery across all target markets, while at the same time creating immense recall value for the brand. In fact, within the first few weeks of the ‘Slice-thickest mango drink, campaign itself, OOH has enabled us to drive massive trials for the product”.
The brand utilised the OOH medium to bring alive the claim with an extraordinary innovation in Delhi and Mumbai. A sequentially illuminated LED powered backlit display technology was used to drive the communication ‘Slice is the THICKEST Mango Drink’ possible where the drink was showcased dropping out of the bottle. Additionally, the innovation was further amplified with the selection of apt formats such as Vertical sites in Mumbai and Street furniture in Delhi for "Set of 3" impact, along with the classic media format branding showcasing Katrina Kaif, the brand ambassador enjoying the drink.
The OOH duties for SLICE are handled by Media Supplements which worked to make this innovation possible. Aman Chaudhary, Business Director, Media Supplements said, “We have been handling PEPSICO campaigns for last 6 years consistently. SLICE brand team asked us to handle a smaller campaign in 2019 and our commitment to the campaign and approach to function as extension to the brand team has got us a far bigger mandate in 2020. This year's innovation which depicts the richness and thickness of the drink has been translated through OOH and it has really seized the attention of the desired TG and the industry. Minimalistic text on a Hoarding is best case scenario and 2020 creative was truly a winner. We leveraged that using quality OOH sites to build "Larger than Life" visibility in key cities. Use some images as being attached on regular hoarding panels”.