New Delhi, April 03, 2008: PepsiCo's popular mango juice drink brand - Slice has jazzed up the experience associated with mango, like never before! The brand has revamped itself completely to don a new look and has also reformulated its taste to become a winner with mango lovers! A changeover from its previous avatar, the all new Slice is going to seduce mango lovers with its sensational new concept of 'Aamsutra'. The concept is all about the 'Art of experiencing pure mango pleasure'with all-new Slice. The appealing concept, aimed for all mango lovers, will be communicated through a 360 degree activation featuring the new face of Slice - Katrina Kaif. Katrina is not only the first brand ambassador for Slice but also the first Indian film star to endorse a brand in the juice category. The first commercial of Slice's new campaign, featuring the actress, will be on air in the second week of April 2008.
Slice has re-launched itself with great new taste, all-new look and communication as it introduces a brand new 3D logo carved from the mango that will extend to the new packaging. The brand new graphics will comprise cool labels featuring the new logo - etched in mango fruit. All packaging will have the new tag line, aptly titled - "Absolutely Mangolicious".
Ms. Punita Lal, Executive Director (Marketing), PepsiCo India, said, "Mango has been always been associated as a highly indulgent fruit and is known to be a favourite amongst mango lovers. Therefore, for Slice, it was a natural progression to build its brand proposition on the plank of mango pleasure and indulgence. Supporting the new face of Slice is our novel creative idea of 'Aamsutra' and we are very excited about it. We are confident that the great new taste , cool packaging and creative communication will appeal to mango lovers!"
A highly popular mango drink, Slice has been known for its delicious mango taste across a variety of beverage consumers. Slice was one of PepsiCo's high growth brands last year and this year promises to be no different.
Mr. Homi Battiwalla, Vice President, Emerging Categories, PepsiCo India said, "We have always propagated the joy associated while having Slice, in our communication and now with the new formulation, cut through packaging graphics and communication idea, we intend to own the platform of pure mango pleasure. Our initial concept trials in key geographies were extremely successful and generated a positive response from our consumers".
Talking about the new communication, Hari Krishnan, Vice President, JWT said, "The creative thought behind the new communication was to enhance the Slice experience into dimensions of pleasure, sensuality and indulgence. These are very relevant yet untapped codes of this category. Most players are appropriating the basic attribute of the fruit, whereas the differentiation lies in pushing mango pleasure to the next level. And that is exactly what 'Aamsutra'will do.
The new TV commercial shows Katrina demonstrate the principles of 'Aamsutra'or the art of experiencing pure mango pleasure with the all new Slice. 'Aamsutra'as a concept gels well with the core positioning of Slice and communicates the sensorial, highly pleasure driven experience, well associated with mangoes.
Katrina Kaif, Slice's recently appointed brand Ambassador, said, "It feels great to be the first brand ambassador for Slice and it was truly enjoyable working in Slice's first commercial of the year. Slice is the finest tasting mango drink that I have ever had, and its new reformulated taste will offer mango lovers the ultimate mango pleasure". Slice has a very unique identity which stands out in the new commercial. With 'Aamsutra', Slice will enjoy a differentiated brand positioning which is sure to become highly popular with consumers across India" she added.
The new Slice communication will be seen through the year and will be supported by an aggressive marketing plan comprising of television, print, radio, outdoors, web and wireless as well as on ground activation.
Director - Corporate Communication
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Mrinall Kanti Dey
General Manager - Corporate Communication PepsiCo India