Storia’s fruit story comes alive on OOH story
By Bhawana Anand - June 06, 2019
The fresh fruit shake brand’s campaign leveraged OOH as a highly localised medium and thus addressed TG strategically
Storia® Foods & Beverages Pvt. Ltd., a new Indian F&B brand has launched its first integrated marketing campaign for its range of Storia® Shakes. The brand’s 1st TVC led media campaign designed by Publicis Beehive Communications is seen across multiple media including OOH, digital and social media platforms with a range of BTL activations planned over a period of 2 months.
Storia Fruit Shakes are a part of the company’s portfolio of one of India’s largest range of natural shakes, having the highest fruit content and this campaign reinforces the company’s promise of delivering the highest quality products that go through stringent controls before being packed and served to the consumers.
Speaking about the campaign, Vishal Shah, Founder & Managing Director, Storia® Foods & Beverages Pvt. Ltd said, “We, at Storia, feel great responsibility because what we serve affects our consumers’ health and lives directly. We wanted to take this opportunity to communicate to the consumers how serious Storia® is to living up to this commitment, in a fun yet a very impactful way, something that most shake brands haven’t explored yet. This campaign was a great way to increase significant brand consideration by reiterating this promise that places attention to the health benefits and quality control by stating ‘Only the best fruits go into India’s Highest Fruit Content Shake’.
The brand’s approach to OOH was to raise awareness and build impact across relevant genres & increase visibility. Billboards, bus shelters, and cab brandings in metros and key Tier I cities are being used to make sure that the brand message is present everywhere. “OOH being a highly localized medium has enabled us to target our specific audience therefore we have carefully selected high impact sites with a proper study about the traffic movement in the evenings and mornings and directions of roads, brand competition visibility, etc.,” added Shah. This also includes innovative designs featuring the 3 fruits. Mango, Banana and Strawberry are at the center of the story and will be present at key hotspots and landmarks across Metros & Mini Metros and Non-Metros.
The OOH campaign has been executed across Delhi, Mumbai, Pune and Ahmedabad.
The campaign was launched in May to target consumers during the scorching Indian summers and position Storia Fruit Shakes as providing consumers with the goodness of 100% natural fruit pulp and zero preservatives. The core of the communication was the health benefits stated by the brand along with the fact that there are no added artificial colours or flavours, and has reduced sugar. This brand communication has been replicated on the OOH medium through animations, that are meant to attract and build brand recall and retention.
“We also wanted to take this opportunity to explore how animation was not bound for a particular age of people. In fact, the way the films are made, they could play a vital role in defining our brand ethos in years to come. Moreover, on the medium like OOH where attention is quite less, we wanted to build creative with a fun element to engage the audience and generate curiosity amongst them,“ explained Shah.
Speaking about the media campaign, Paritosh Srivastava, COO – Publicis Beehive said, "In a highly cluttered category our challenge was to create a communication as differentiated as the drink itself. The animation allows us to tell a product story in a very charming fashion with storytelling at its heart."