New Delhi, May 26, 2010: Sharpening its focus on making healthy breakfast options widely available for consumers, Food and Beverages major PepsiCo has launched a new campaign for its fruit juice brand Tropicana. This comes on the heels of the successful ‘100% Juice’ campaign that PepsiCo launched in late 2008. The new campaign focuses on Tropicana 100% fruit juice as an integral part of a complete breakfast.
Commenting on the new campaign, Homi Battiwalla, Director, Juice and Juice Drinks, PepsiCo India said, “Tropicana has been very successful with a slew of initiatives behind its 100% range of juices, which included the launch of the new Mixed Fruit Juice last year. These have been pivotal in making Tropicana 100% India’s largest selling 100% Juice brand. The new Tropicana 100% Juice communication, aims to unlock the Juice category in India, by positioning it as a critical constituent of the Breakfast Menu. With the growing lifestyle trend of "Rushed Breakfast", nutrition often tends to get compromised. The new Campaign, introduces the powerful functional benefit of 9 Natural Fruit Nutrients that is present in every 200ml serve of Tropicana 100% juice.
The new 2010 TVC takes a page out of the daily life of a typical urban household, showing a young couple rushing through breakfast, only to find food on the plate shrinking dramatically. This baffles the man but his smile returns when his wife restores parity by adding a glassful of Tropicana 100% juice to the breakfast. The TVC will be complimented by a powerful Print led surround campaign that aims to educate consumers about the effect of cutting short breakfast & how Tropicana with its 9 Fruit nutrients can add back nutrition to one’s breakfast.
Commenting on the campaign, Hari Krishnan, Vice President, JWT said, “Tropicana as a brand is all about nutrition. The new campaign "Let’s Make Breakfast 100%" reinforces the wonders of a warm, nutritious, fulfilling breakfast and highlights the importance of a complete nutritious meal. This serious everyday life issue is tackled in an entertaining and engaging manner that will surely be appreciated by the consumer.
The campaign will also be associated with a host of innovative channel centric activities aimed at reinforcing the ‘Tropicana – Complete breakfast’ association. Notable among them being some customized Modern trade initiatives. In addition, the brand has revamped its Back of Pack Graphics to highlight the Nutritional benefit that Tropicana 100% Juices bring to one’s Rushed Breakfast.
The Juice Category is growing at a healthy pace, and gathering momentum across the country. The North is the largest contributor to this category & Tropicana generates significant part of its business from the core markets of Delhi, Punjab & Maharashtra. Tropicana 100% is the market leader in the 100% Juice category.
Tropicana 100% Juices are available in 200ml & 1L packs priced at Rs. 22/- & 85/- respectively in Orange, Apple, Mixed Fruit & Grape flavours.
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 42 bottling plants in India, of which 13 are company owned and 29 are franchisee owned. In addition to this, PepsiCo India’s foods division, Frito-Lay India has 3 state-of-the-art plants.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates 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 more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people 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. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com.
Via media & Communications