Chennai, Thursday, 24 October 2007: PepsiCo India, today, launched 'Tropicana Twister'- its international fruit drink brand in India. The fruit drink is targeted at young adults who are on the lookout for natural refreshment on the go. Tropicana Twister is being launched in a phased manner, starting first with the southern states of Tamil Nadu, Andhra Pradesh, Karnataka and Kerala. With this new offering, PepsiCo intends to replicate the product's international success in India now.
Speaking on the occasion, Ms. Sucheta Govil- Executive Director- Innovation, PepsiCo India said, "The juice and juice drinks category is Rs 1200 crore in India and is the second fastest growing liquid refreshment beverages (LRB) category. 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. 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. With this new launch in our brand portfolio we hope to extend our leadership."
This refreshing offering is best explained by the brand's tagline - 'Fruit Ka Fresh Hit'. It will be available in two PET pack sizes - 350ml PET at Rs 22/- & 1.2L PET at Rs 70/-.
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 TVC opens on a beautiful Orange Orchard with pretty girls carrying baskets of freshly picked oranges knotted like big balloons. The girls pile them into the trucks and drive out of the orchard. The film cuts to a streetscape where a cool young guy is walking down the corner of a street. As he turns the corner a Twister Vending Machine lands with a 'Thud' in front of him. He looks puzzled and looks around to see where the machine came from but sees nobody. He takes a bottle of chilled Tropicana Twister from the machine and as soon as he takes the first sip he gets hit on the side of his face by one of the oranges from the orchard which explodes like a refreshing water balloon. There is a whistle from one of the girls and all of them start throwing the orange balloons at the guy. The guy has a smile on his face constantly as he experiences the refreshing 'hit' of the Oranges. The TVC has been directed by Mr. Farouk Al Joffrey and scripted by Mr. Soumitra Karnik (Creative director JWT) and will be on air starting November 1.
Mrinall Kanti Dey
General Manager - Corporate Communication
Ms. Aanchal Chachra
Associate- Genesis Burson-Marsteller
Mob: 098990 43917