PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. The on-ground initiatives will be supported by a TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. The film has been created by BBDO India.
Pepsico has been swift and well-integrated to make Nimbooz available across India though its strong distributor muscle. But its yet to be seen how far 7up Nimbooz succeed, even after much hype developing around it.
The new has no fuss no artificial flavor and contains natural lemon juice and is placed as a healthy option which tastes like fresh homemade "Nimbu Pani" which has been generic to Indians.
Last year rival Coke also launched a new variant of Mirinda, "Mirinda Apple" which was a big failure and now is almost withdrawn from market. Thus, time will only tell if Nimooz does some thing big and justifies the adspends and able to have a positive impact on the bottom line of Pepsico.
Nimbooz has no direct competitor and nearest competitor is Limca, even being a fuzz drink. Hence, Coke is out with a new TVC for Limca since some time, as its flank strategy. How far its able to protect itself and what the next move would be is yet to be seen.
But i would like to focus on the new benchmark of 360 Degree Advertising which 7up Nimbooz has achieved.
The full front page advertorial of 7up's nembooz in HT gave a revamp to the benefits of Lemom and then tried to seek more positive mind share of targeted readers.
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