By: Namisha Raj
Last updated : December 05, 2017 6:53 pm
RAW Pressery has launched a multi-city campaign to showcase its"natural and unprocessed†offerings.
Smritika added: “From a visual point of view – this is the first time any juice brand has glorified the fruit and let the fruit take centre stage in their visuals. We covered our entire creative with fruits in their raw, natural glorious from. Apart from being unmissable to the eye with a vibrantly bold, distinctive, colourful visual language- we also want to build credibility for our product. RAW believes fruits are best in their natural, untouched form and that’s why, that’s all we put in our bottles.”
This was the company’s first ever integrated marketing campaign launch that transcended OOH, Print, and Digital. “With our distribution strengthening, it was time for the brand to introduce itself to consumers who are new to the brand and build salience with those who already know of it,” she said, adding, “We have already attempted clutter breaking innovation with our first campaign itself with a 3D cut off of the bottle and backlit glow for the LOGO and the campaign tagline. These innovation sites chosen specifically at marquee spots across Mumbai & Delhi, not only stand out during the day but deliver cut through visibility at night due to interesting use of lights.”