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Mountain Dew masters the art of Gripping
Besides signing up for a multi-media campaign, the beverage giant is utilising on-ground activities and outdoor to spread awareness about the new pack
Beverage brands are out to beat the heat this season. This time, PepsiCo India has come up with a packaging innovation for one of the fastest growing drinks in its Flavours portfolio,[link widoczny dla zalogowanych], Mountain Dew. Christened as Mountain Dew Grip,[link widoczny dla zalogowanych], the new packaging -- 600 ml PET bottles available at Rs 22 -- has been launched in Uttar Pradesh recently.
Besides signing up for a multi-media campaign, the beverage giant is focusing on the usage of on-ground activities and outdoor to spread awareness about the new pack.
Targeting men in the age group of 18-30 years from SEC A+, A and B, the main idea behind the campaign is to get a grip on one's fear -- taking forward the masculine values that the brand has associated with for many years now.
Citing the reason for the launch of the new pack in UP,[link widoczny dla zalogowanych], Alpana Titus, executive vice-president, flavours, PepsiCo India reveals that the state is one of the key markets for the brand,[link widoczny dla zalogowanych], which sees an upswing in sales during summers.
After covering key markets in UP, including Lucknow, Kanpur,[link widoczny dla zalogowanych], Allahabad,[link widoczny dla zalogowanych], Bareilly, Gorakhpur, Varanasi and Moradabad; Mountain Dew Grip will be launched in other markets in the North, beginning with Punjab. This will be followed by a pan-India launch.
The on-ground activities, conceptualised by Jagran Solutions,[link widoczny dla zalogowanych], are meant for creating high recall value and inducing brand trial and purchase. Participants in the activities are awarded with Mountain Dew merchandise, including T-shirts, caps, sippers and key-chains.
As part of a 'fidget ladder' activity,[link widoczny dla zalogowanych], participants crawl from one end of the ladder to the other; while maintaining an upright balanced position. Another fun activity is 'monkey crawling', where participants are supposed to crawl up a net, grab the Mountain Dew flag placed on top, and come down from the other side. The person who completes the task within minimum duration wins.
As part of an activity titled 'Conquer the Wall',[link widoczny dla zalogowanych], participants are asked to put on a pair of skates shoes. After this,[link widoczny dla zalogowanych], they are required to climb a tilted wall (to make the task more challenging) with the help of a rope. To ensure safety, each participant is provided with security gear.
Based on the fact that media consumption is different in smaller cities vis- -vis the metros, the activities have been designed keeping the TG in mind. "Obviously, smaller cities do not have as many malls as in metros, where footfalls are much higher. So,[link widoczny dla zalogowanych], college campus areas and famous marketplaces serve as the main points of contact across UP. Through activities at such locations,[link widoczny dla zalogowanych], 200-400 people can be reached per location,[link widoczny dla zalogowanych]," says Ambika Sharma, national head,[link widoczny dla zalogowanych], Jagran Solutions.
"On-ground activations work best in the case of beverage brands, as there is scope for initiating trials, engaging customers and getting instant feedback. An activity yields the best ROI for a brand, only when its message is put across in minimum possible time,[link widoczny dla zalogowanych]," she adds.
The campaign is being supported by television, print and radio. Also, in the days to come,[link widoczny dla zalogowanych], Pepsico plans to use outdoor extensively,[link widoczny dla zalogowanych], with a special focus on innovations.
According to Titus, so far, packaging innovations have worked in favour of PepsiCo. Recalling some examples,[link widoczny dla zalogowanych], she mentions how the idea of introducing slim cans across the brands clicked with people. All pages of the Website are subject to our terms and conditions and privacy policy. You must not reproduce, duplicate,[link widoczny dla zalogowanych], copy, sell,[link widoczny dla zalogowanych], resell or exploit any material on the Website for any commercial purposes.
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