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Coca Cola, In.com launch interactive Sprite campaign

Coca Cola launches Fridge Mein Jaayega Bade Kaam Aayega campaign.

News18test sharma |

Updated:August 9, 2009, 3:20 AM IST
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Coca Cola, In.com launch interactive Sprite campaign
Coca Cola launches Fridge Mein Jaayega Bade Kaam Aayega campaign.
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Sprite, India’s largest selling Soft Drink brand in the clear lime segment is all set to unveil its latest communication - Fridge Mein Jayega Bade Kaam Ayega on In.Com for the FIRST time on August, 8, 2009.

  • LThe strategy includes building a stronger connect with the youth, who prefer Sprite simply because of its unmatched thirst quenching ability and its refreshingly honest attitude. The clutter breaking innovative initiative is designed to bring out the no nonsense and unpretentious attitude of Sprite.
  • Leveraging the online platform, Sprite will also launch an exciting consumer contest on In.Com on August 7, ‘09, a day prior to the Online Premier of the communication for its innovative 1.25 liter Fridge Pack.
  • As part of the communication, Consumers get an opportunity to predict the entire plot of the communication just by viewing the TVC for the initial 8 seconds. The consumers are expected to predict the way forward for the protagonist who uses a Fridge Pack to find a way for his dinner. 6 lucky consumers selected from a computer generated lucky draw with the correct answers win Nokia Multimedia Phones.
  • In addition to leveraging online platform, the integrated communication initiative will also be supported by airing of the TV commercial, Out-of-media (OOH) and on-the-ground initiatives.

New Delhi: Coca-Cola in India announced on Saturday the launch of the latest communication initiative for Sprite – India’s largest selling Soft Drink brand in the clear lime segment. The integrated communication initiative Fridge Mein Jayega Bade Kaam Ayega (fits in your Fridge, comes in handy in everyday life) for the innovative 1.25 liter Fridge Pack has been designed to strengthen Sprite’s consumer connect in the segment of in-home consumption. The 1.25 liter Fridge Pack - a packaging innovation - comes loaded with numerous advantages for consumers- be it the convenience to store in an average size refrigerator or providing an ideal serving for one occasion consumption for 4-5 people.

According to Mr. Srinivas Murthy – General Manager, Marketing (Flavors) at Coca-Cola India, “Packaging innovation has always added a new dimension to the whole experience of having a soft drink, making it far more convenient for consumption and also offering better value for money. With the trend of in-home consumption of ready to drink packaged beverages on the rise, the convenient 1.25 liter fridge pack offers immense benefits to the consumers. The new communication initiative depicts the convenience of this pack through a creative rendition that is peculiar to brand Sprite."

Riding on the core idea of Seedi Baat, No Bakwas, Clear Hai?!, the latest communication further takes forward the theme of youth continuously looking for smarter ways to move up the ladder and constantly seeking to take easier and uncomplicated routes to attain their goal. To deliver the strategic messaging, an integrated communication program is being rolled out involving a range of consumer engagement channels i.e. Digital Platforms, internet, radio, Out-of-Home Media, and Mass Media Advertising.

Commenting on the association with Sprite, Surya Mantha, CEO, Web18, said, “At In.com, we are committed to giving our users a fun and novel experience, while guaranteeing our advertisers top of mind recall in a smart and inter-linked way, rather than merely splashing the brand all over the place. We are happy to be premiering our Sprite’s brand new TVC on our portal and we believe this will bear testimony to Internet’s superiority as an interactive and effective medium.”

More about the initiative

The brand communication campaign is scheduled to go on air on all leading TV channels from second week of August. The latest communication campaign for Sprite has been conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, Delhi. The film has been directed by Shoojit Sircar from Rising Sun Films and is scheduled to go on air in the 2nd week of August, 2009.

PAGE_BREAK

Commenting on the creative thoughts behind the campaign, Ajay Gahlaut, Group Creative Director-Delhi, Ogilvy & Mather said, “The story line depicts the Sprite way of using the Fridge pack and its handiness at home. The new communication weaves in the Fridge pack in the storyline keeping the Sprite’s tongue – in – cheek attitude, wit and irreverence. The story is based on a common insight of a typical bachelorette pad where youngsters staying away from their homes are always craving for home cooked food. In their nostalgia they invite their next door neighbor aunt who oblivious of their intentions, happily obliges to cook for them.”

Storyboard of the Ad

The Sprite Fridge Pack communication revolves around the idea: Fridge Mein Jaayega, Bada Kaam Aayega - Fits in your Fridge, comes in handy in everyday life. The plot depicts a story of four youngsters who are staying together. These youngsters have nothing but a Sprite Fridge Pack in the fridge and have no idea what they are going to do for dinner. The plot unfurls when the protagonist, armed with the Sprite Fridge Pack at Home, uses his quick wit to get themselves a home cooked meal! Having the Sprite Fridge Pack at home inspired moments of quick wit where they influenced their neighbor to come and cook for them.

Packaging Innovations by Sprite

Xpress pack - a 350 ml on-the-go packaging innovation, priced at Rs 15 launched last year builds a stronger connect with the youth, who are always on the lookout of opportunities to move up the ladder. They prefer Sprite simply because of its unmatched thirst quenching ability and stating facts as they are - Seedhi Baat ,No Bakwaas, Clear Hai?!

1.25 liter Fridge Pack - the packaging innovation comes loaded with numerous advantages for consumers- be it the convenience to store in an average size refrigerator, provide an ideal serving for one occasion consumption for 4-5 people. In-addition, the packaging innovation also provides for enhanced fizz retention and at Rs 35 offers real value for money. First launched in select markets of Delhi, Mumbai, Nasik and states like Gujarat and Orissa, the Fridge Pack has had a very encouraging response and is now being launched nationally.

Leveraging the Digital platform

Leveraging the online platform, Sprite will also launch an exciting consumer contest on In.Com, a day prior to the Online Premier of the communication for its innovative 1.25 liter Fridge Pack. As part of the communication, Consumers get an opportunity to predict the entire plot of the communication just by viewing the TVC for the initial 8 seconds. The consumers are expected to predict the way forward for the protagonist who uses a Fridge Pack to find a way for his dinner. 6 lucky consumers selected from a computer generated lucky draw with the correct answers win Nokia Multimedia Phones.

About Coca-Cola India

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. In-addition the company’s business operations also engage approximately 1,50,000 people in India.

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