Know Thy Breaks
Posts tagged Soft Drink ads
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.
Pepsi’s Wants To WOW! Youngistaan
Apr 7th
Tagline: Youngistaan Ka Wow
Client: Pepsico
Creative Agency: JWT
Executive Creative Director: Soumitra Karnik
Creative Director: Charu Chhitwal
Duration: 45 secs
Year: 2010
Background: Ranbir Kapoor takes the Youngistaan campaign further, by adding WOW to it. This time round for Pepsi, he plays a youngster who goes to extreme lengths to get the last Pepsi. That too, the last Pepsi reserved for the President at his mansion which is under tight security & surveillance. How he goes about it through such a scene is what makes the TVC interesting. As soon as he picks the bottle up(to drink it), some security personnel orders him to take it to the President. But on his way, Ranbir hides behind a column & pretends to mix something to the drink. This is caught on CCTV cameras. Therefore the officer stops Ranbir & asks him to drink that Pepsi. Now as Kapoor effortlessly had outsmarted the security officials and gets to drink the Pepsi in the end followed by the VO saying ‘Youngistaan ka Wow’.
Comments & Insights: In 2008, Pepsi has introduced the concept of Youngistaan. Within two years, Youngistaan has become a term that encapsulates today’s youth & has branded this young, confident generation. Pepsi’s latest baseline “Youngistaan ka WOW” is the voice of the youth resonating their unique ideas, opinions, attitudes, knowledge and actions. It is a feeling that is racing through every youthful nerve in the country today. The anthem (playing on the TVC & Radio) celebrates the audacious self-belief of the youth who are go-getters, making things happen their way.
The drink, this time, is positioned to not just be refreshing but the one which gives audacious self belief of the youth that helps them overcome obstacles/conventions and create a WOW. The belief with which they are able to make things happen while doing things their own way.
JWT is capable of so much better, this campaign doesn’t fair too well… and nor it’s even funny. The first alien ad of Youngistan was so much better and worth discussing. When the concept of Youngistaan was introduced in 2008, with Shah Rukh Khan the existing brand ambassador being put together with Ranbir Kapoor in the Youngistaan commercial.
To my mind, better thought could have captured the spirit of youth… Youngistaan ka WOW sounds like a loaded statement which leaves one to wonder what is Youngistaan ka WOW all about? Youngistaan in itself could have been leveraged to the hilt rather than adding another dimension too it.
Plus, this ad shows Pepsi is drunk by waiters/butlers. So the rivals can come up with an ad saying ‘Pepsi toh waiters peete hain!!’
Genelia Splashes Boys’ Joie de Holi with Fanta
Apr 3rd
Tag line: Dikhao Apne Asli Rang
Agency: O & M(Ogilvy & Mather)
Creative Director: Rajat Nagpal
Production House: Sharp Shooter Films
Background: The spot has a set & music of retro theme probably because the most hit numbers on the festival of Holi have been rendered by the cinema of that time.
The TVC depicts Genelia (the brand ambassador for Fanta) and a group of friends walking through a town. Suddenly, a group of boys approaches them, attempting to play Holi. Genelia and her friends appear scared and offer bottles of Fanta as a peace offering which the boys accept and open. However, since the bottles have been shaken by the gals before they were given, there goes up a huge gush of Fanta from the bottles which drench the boys. The commercial ends with Fanta’s festive message of “Holi Hai!”, inviting viewers to “Dikhao apne asli rang!” .
Comments & Insights: This commercial for Holi aims to enhance the fun and excitement attached to the festive mood. The strategic initiative aims to further extend Fanta’s market leadership in the fruit-flavored beverage segment. The latest communication reflects the fun-loving & playful attitude of today’s youth, who are always on the lookout for contemporary expressions of traditional Indian values.
The youth today is always looking for innovative ways of expressing themselves, while simultaneously being uniquely Indian. The communication for the new Fanta Holi campaign attempts to capture this insight and invites the youth to create more play this Holi. The commercial is shot in a very colourful style, amidst a happy, charming and bright setting, featuring European pop art mixed with Indian kitsch icons. The colour palette reflects contemporary trends. The film has been treated like a musical. The jingle also reflects the fusion of the traditional and the modern, culminating in a hearty yell of “Fanta! Holi Hai!
