RAW Pressery makes a big splash with its’Only The Fruit’ proposition

Mumbai headquartered RAW Pressery hit the streets with an extensive multi-city campaign to showcase its “natural and unprocessed” offerings. The brand used a variety of OOH formats that include billboards, unipoles, bus shelters, media on public utilities, mall media, among others for the campaign. A gamut of innovations using LED lighting was also part of the campaign, making an indelible impression in the minds of consumers who are exposed to campaigns by different beverages brands, particularly in the summer months.

Commenting on how RAW Pressery has positioned itself vis-a-vis competition, Smritika Sharma, Head – Marketing, RAW Pressery, told Media4Growth, “RAW Pressery has always stood for everything Natural and Unprocessed. Just like our product, it’s ingrained in every aspect of our existence. We believe that everything is at its best in its Raw, Untainted, Unprocessed form. Be it our products, unlike any other juice in the market — they are free of preservatives, added sugar, water, additives. Be it our partnerships with our farmers, suppliers. Be it our World, which has a culture of honesty with no pretence. We believe this resonates very strongly with our consumers who see us as genuine as the product we make.”

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.”