New Delhi: Monday, 28 January 2008: PepsiCo India, today, nationally launched 'Tropicana Twister'- its international fruit drink brand in India. The fruit drink is targeted at young adults seeking natural refreshment beverage options that also deliver on 'attitude quotient' and 'on-the-go convenience..' With this offering, PepsiCo intends to replicate the product's international success in India now.
This refreshing offering is best explained by the brand's tagline - 'Toot Padega Fruit', which connotes the exciting rush of fruit-based refreshment offered by Tropicana Twister. It will be available in two PET pack sizes - 350ml PET at Rs 22/- & 1.2L PET at Rs 70/-.
Speaking on the occasion, Mr Sanjeev Chadha- CEO PepsiCo India said, "PepsiCo is committed to providing QUALITY CHOICES for consumers based on deep consumer insights. We have put in significant effort in offering beverage options that fulfill the evolving needs of today's consumers and will continue to invest in this area in the near future. In the past couple of years, we have seen a distinct shift towards health and wellness and with Tropicana Twister, we aim to bridge the gap between health and refreshment, as, basis our research, it is an untapped opportunity in the country."
According to Ms Sucheta Govil- VP- Innovation, PepsiCo India, ""Tropicana, the world's #1 juice brand and our flagship juice brand in India, has gained a considerable presence in the country and has strengthened its equity over the years. Tropicana Twister has been extremely well-received in the South, with both consumers and customers alike. It has exceeded our expectations on all parameters and has achieved a strong level of success in a market that is fragmented with many new and established players. Based on the very encouraging results from the South markets, we have decided to make Tropicana Twister available nationally in India. The drink, Tropicana Twister, has been modified to suit the Indian palette and with this addition to our brand portfolio we hope to further strengthen our leadership in the fruit beverages market."
Tropicana Twister launch will be supported by a mix of consumer outreach programmes across urban markets. Through an integrated communications mix spanning modern trade, traditional trade, trial generations, TV, radio, outdoors and consumer/trade promotions, Tropicana Twister targets to spread its consumer base and reach out to the youth, who form its core target audience.
The Tropicana Twister TVC is focused on the central idea of a fruit rush, connoting the rush of refreshment that comes from taking the best of Tropicana fruits to create a thirst-quenching juice drink that truly revives the senses. This idea of a fruit rush is symbolized through the iconic device of an orange fruit balloon. The orange fruit balloon cues authentic and luscious oranges that have been made more refreshing, reflected in the transformation of the oranges into orange fruit balloons.
Ms Annie Kishen
Director - Corporate Communication
Tel: 0124 - 2357077 / 2880606
Mr Mrinall Kanti Dey
General Manager - Corporate Communication