New Delhi, Jan 23rd 2010: In keeping with PepsiCo India’s impeccable record of innovations, Mirinda, the mega-selling orange flavoured beverage from the soft drink and food major, today introduced ‘Home Pack’ for the entire family.
Priced at an amazingly affordable price of only Rs 32/- for a proprietary 1-litre PET bottle, the ‘Home Pack’ will be first available in select markets of northern & western India and then southern India by February-end.
The innovative consumer proposition of ‘Home Pack’ is Poori Family Ke Liye Perrrrfect, driving home the point that this 1-litre pack is the right size pack for a small family or for a group consumption of 4-5 people.
According to Ms. Alpana Titus, Executive VP-Flavours, PepsiCo India, “Extensive research showed us that consumers are increasingly consuming soft drinks at home & Mirinda is one of the lead brands entering these homes. We realized that for small group consumption at home, there was no pack offering in our portfolio. Hence we decided at launch 1L pack at a value pricing, an innovation that will undoubtedly increase the penetration of the brand Mirinda in consumer homes..”
Speaking at the launch of the Mirinda ‘Home Pack’, Bollywood heart-throb & Mirinda brand ambassador, Asin, said, “Mirinda has been my favourite orange drink for quite a long time now, and it has been an absolute privilege for me to be associated with this brand. I am delighted at the launch of the Home Pack as it will certainly make it more convenient and affordable for more and more families to share my favourite drink.”
The launch of the new pack will be supported by outdoor campaign, TV commercial and retail POS.
The 1-litre TVC brings alive the proposition that the 1-litre pack is the perfect size for the entire family.
The TVC takes a humorous look at some real life situations, where 1-litre is not sufficient to do things, e.g. a family cannot bathe in 1-litre of water, a family cannot travel across India in 1-litre of petrol. But with 1-litre Mirinda Home pack, the whole family can really have fun at home. It is the perfect size pack for the family to consume & to have fun at home.
Made by JWT, the creative director of the 1-minute TVC is Mr Sachin Das Burma while Soda Films is the production house and the film director is Mr Rajesh Krishnan.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
Mr Mrinall Kanti Dey
General Manager - Corporate Communications
Sanjiv Singh / Kanika Nanda
Alliance Public Relations
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