Know Thy Breaks
Posts tagged Fruit-flavoured Beverages
Hey! The ‘Grapes’ Ain’t That Sour
May 20th
Tag line: Two Cool Drinks To Hang Out With
Client: Parle Agro
Brand: Grappo Fizz
Creative Agency: Creativeland Asia
Creative Director: Sajan Raj Kurup
Director: Mark Bethune
Production House: Crocodile Films
Duration: 20 & 30 secs
Year: 2009
Story: Parle Agro has launched a new brand Grappo Fizz. Grappo Fizz is a sparkling grape drink similar to the successful Appy Fizz. Grappo Fizz is launched as a cousin of Appy Fizz. The drink has a unique taste, look and also interesting positioning as a Cool Drink. Parle Agro is trying to replicate the success of Appy with the new grape drink. Fizz Bros wear a suave look – a new label with cool graphics and a fun personal profile in the TVC.
Message: The campaign creates bonding between these drink brands and their target audience, which is represented by anyone who is light hearted, youth-oriented and fun loving. Known for its whacky commercials and unique sense of humor, in this campaign, Grappo Fizz is introduced as Appy Fizz’s cousin from London. The TVC weaves an entire brand persona around Grappo Fizz who is introduced as a ‘youthful rapper’. While it highlights the launch of Grappo Fizz, it also dramatizes the differences between Appy Fizz and Grappo Fizz. (****)
Freshness: Grappo Fizz is trying to create another niche like its cousin. Grape is a neglected flavor in the Indian market. Grappo tries to fill in this gap of grape based drinks in India. Grappo shares every branding element with its cousin. The packaging is the same, the nature of the drink is the same and the positioning is also the same. Parle Agro has strengthened the personification of newly launched grape drink Grappo Fizz as cool individual focusing on the hilarity that occurs when two really funny cousins & their friends gang up. The advert is just that – funny meets stylish. And the result is a rocker. (***)
Verdict: Like Appy Fizz, Grappo Fizz is not just about the brand in a bottle but an entire brand persona woven around it. But it should have been Grappy and not Grappo; somewhere the sound of Grappo is not quite right as it doesn’t rhyme & thus compromises somewhere with the true feel of their brotherhood. The biggest catch here is– Why should Grappo share the same tag line as Appy… as if they will always be together in ads? If so then what is the differentiation of Appy? Having all said, the brand does build the reputation of being a witty, opinionated, young and cool drink to hang out with.
Frooti & Its Fans Going Gaga Over Gags
Apr 27th
Tag line: Juicy Mango Surprise
Client: Parle Agro Pvt Ltd.
Creative Agency: Creativeland Asia
Creative Director: Sajan Raj Kurup
Director: Prakash Varma
Production house: Nirvana Films
Duration: 50secs
Year: 2010
Story: From its rhythmic ‘Mango Frooti, Fresh and Juicy’ days to the current attitude-loaded ‘Why grow up’, the brand has come a long way. This time the brand experimented by catching regular passers-by on camera by dropping a gigantic mango on them and capturing their reactions. Seems it has started off with trying to think of the various ways in which the brand could own the word ‘mango’.
Idea & Execution: We’ve seen campaigns featuring giant eyeballs, giant vegetables, giant noses and giant footballs. So at a concept level, a giant mango isn’t as new as, say, a talking mango or a mango that can do math. The creative idea, Juicy mango surprise, is admittedly fertile but doesn’t contain insight. The treatment, however, stays true to the ‘candid’ style. The casting is spot on. Everything looks realistic, including the giant mango. (****)
Freshness: The idea of candid camera for an ad is nice. But, frankly, 10 years ago this would have been fresh as an execution. Today one has seen too much of these kind of gags on Pogo & Chhupa Rustam type of shows. So why is everyone raving about its originality? Let’s enjoy and move on. The other problem here with candid camera is ‘canned’ laughter. Indians don’t like anything canned, be it food or emotions. In India, we’re used to hearing stories ‘visually’ & for us to truly enjoy the laughter, we need to see the source. (***)
Verdict: Does the ad do justice to the brand’s iconic stature? When it was launched, Frooti was insanely different from its competitors. And the communication was packed with almost as much ‘juice’ as a mango itself. It had music, lots of energy (in the characters as well as the camera movements) and highly appetizing mango shots. The current ad is an exercise in minimalism. The mood is laid-back, realistic sound in place of music and zero ‘appetite shots’. The earlier communication (ad) was like a spontaneous outburst, this looks like a guarded assault on the mind of the thirsty consumer. Our verdict is: More YouTube hits but there might be more misses than hits on the hearts of consumers.
Maybe Creativeland Asia should add a disclaimer to the advert: ‘No citizens were hurt in the making of these ads’ 
Katrina Incites Hot, Fiery Mangoes
Apr 5th
Tagline: Slice Aamsutra Pure Mango Pleasure
Creative Agency: JWT
Year: 2008
Now, the passion of mangoes has been leveraged with ‘Aamsutra’, an attempt to derive the same kind of pleasure from the drink that one gets from real mangoes. A mango’s seasonality makes it aspirational and it is obvious for the fruit heritage to filter into the brand. As fun and frolic have been associated with mango drink advertising forever, Slice thought of introducing the sensuality element of mangoes. The sensual positioning (which is often a chocolate/liquor brand’s territory) for Aamsutra is different from the rest as they have taken the mango association beyond kids plucking it from trees, having made Slice a brand for pleasure seekers – something unexplored by other brands.
The TVC opens with Katrina Kaif, the brand ambassador, walking into her living room where her on-screen partner is reading sat on a sofa. Then she heads to the chair with a feline grace (as her name ‘Kat’ suggests) in front of the guy. Sat on the chair she deludes the guy from his occupation with her seductive looks & the song (played in background). Though the background song is simple like those nursery rhymes, it is quite ambiguous especially due to the lilt, intonation & well-intended pauses.
As Katrina who embodied all the qualities of a mango in a true sense, asks her partner (or the viewers indirectly) to Aa tu chakh le zara; thaam le & Ungaliyan usspe kas. Then she gently opens up the bottle caressing in-sync to the background track & slowly takes the first sip of this ‘forbidden apple’ of our times. Enamoured enough, seemingly not with the seductress, in fact with Slice, the hero of the film covers her eyes from behind her & takes away drink from her hold.
The VO closes the film saying- Raseele aam ka anand lene ka khaas andaaz, naye Slice mein hai.
It is so creative.. I vouch for this thought process completely… I mean who could think ever before to have a sexual connotation to a mango drink. Kaif has been an excellent choice.Visuals are again unique for a mango drink, but the excess white reminds me of Air Conditioner Ads!
Slice brought Katrina Kaif on board, making her the first star to endorse the brand. Kaif has lent style to the brand, which was required for the creative needs of the concept of indulgence.
The brand was also revamped – a new look, a new three-dimensional logo, reformulation of the taste, and a fresh concept – Aamsutra – the art of experiencing mango pleasure.
JWT viewed the opportunity to disrupt the category codes and reposition Slice as an indulgent mango drink for adults, which gives one nothing but pure pleasure.
Slice Turns a much Desired Seductress into an Adulteress
Apr 3rd
Tagline: Slice Aamsutra Pure Mango Pleasure
Client: Pepsico
Creative Agency: JWT
Production House: Bang Bang Films
Year: 2009
This year(2009) marked the second year for the ‘Aamsutra’ campaign which has not only created a unique clutter breaking identity for Slice but has also successfully differentiated the brand in the mango juice category. Today ‘Aamsutra’ campaign enjoys top of the mind recall amongst consumers and has become synonymous with Katrina’s association with Slice. The creative thought behind the new communication was to dial up the ‘indulgence’ quotient by highlighting the brand’s core positioning of sensorial, highly pleasure driven experience, well associated with mangoes. More >
Now the Mango Pleasure Teleports You to Your Dream Destinations
Apr 3rd
Tagline: Pure Pleasure Holidays
Client: Pepsico
Creative Agency: JWT
Creative Director: Vinod P Vijay
Production House: Red Ice Productions
To strengthen its positioning as an “indulgent” drink, Slice – PepsiCo’s mango juice drink, kick-started a promotional campaign which gives consumers a chance to win an all-expense-paid holiday to various European destinations by looking under the label of Slice 500ml PET bottle.
The TVC, featuring brand ambassador Katrina Kaif begins with Kaif heading towards a bathtub full of floating mangoes ready to relax, refresh and indulge herself. The ‘rasiya’ soundtrack (used in the earlier Slice campaigns) sets up the indulgent mood, as she steps into the tub and sips her Slice. The taste figuratively transports her into a different world and she emerges to find herself at the most pleasurable destinations across Europe, like romantic Paris, the city of canal & Gondolas- Venice & the country of legends- Greece. More >
