m
 





  
 
 
u Understanding the creative advertising
campaign of Coca-Cola (Minute Maid
Nimbu Fresh).

Sources: http//www.afaq.com

uV
 
  
u V   


 

u m   : What the product entails? How it can be
used?
u 6 : What is the brand usage coupled with
features and advantages?
u 6  : Comparison of two or more identified
brands.
u j : Advertising to generate a superior imagery in
the minds of the consumer as opposed to the competitor.
u 
: To remind the consumer that the brand is
around with its uses and benefits adding value to brand.
u   : Assurance provided to the consumer
they have made the right choice with choosing the best
possible product in the category.


 
 
u w
    : The number of repetition needed
to put across the brandǯs message to consumer has an
important impact on advertising budget.

u Æ
 ! !
 " Soft drinks require heavy
advertising to establish a different image because of heavy
competition.

u A good ad focuses on one core selling proposition. Message

can be rated on desirability, exclusiveness and believability.
DzBilkul Ghar Jaisadz.
Æ Æ



u Coca-Cola in India currently enjoys market leadership in
the juice drink segment with brand Maaza (no.1 mango
juice drink in the country) and Minute Maid Pulpy Orange
(no.1 orange juice drink in the country).

u With the launch of Minute Maid Nimbu Fresh, Coca-Cola

in India is all set to further extend its leadership in this fast
growing segment
 
  

 
u Minute Maid Nimbu Fresh is a lemon juice-based drink
from The Coca-Cola Company's stable (Minute Maid brand
umbrella) developed especially for Indian consumers.

u ǮMinute Maid Nimbu Fresh' made out of fresh lemon juice

concentrate, providing consumers with refreshing
experience - just like natural, home-made Ǯnimbu paniǮ.

u Innovative consumer proposition of Minute Maid Nimbu

Fresh is best explained by the brand's tagline Ȃ ǮBilkul Ghar
Jaisa' (just like home)
Æ  
u Part of a phased launch, Minute Maid Nimbu Fresh was
made available to consumers through selective channels
and outlets in the state of Tamil Nadu and rolled out
nationally later.

u Launch was further supported by intensive consumer

activation program that included both above and below the
line activities involving extensive experiential sampling,
road shows, etc .
u Made available in two pack sizes- on-the-go 400 ml PET
and 1 liter PET priced at Rs 15 and Rs 40 respectively .

u Minute Maid Nimbu Fresh initially will be retailed across

35,000 outlets in the state followed by a nation-wide
launch.

u The entire brand campaign has been developed and

executed by Dz+ V  #
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u Emotional connect with the people (bilkul ghar jaisa)
u Emphasis on connection with target audience (people
watching IPL).
u Ad depicting a young guy who reminisces past memories
of Dzhome made nimbu panidz by mother after playing
cricket with friendsdz.
u Strong impact with not only what is said but also on how it
is said. Strong lyrical composition with catchy traditional
music adds to the brand imagery.
m 
 

u Reach Ȃ Number of individuals in a household which are
exposed to Nimbu Fresh ad in a specified time period (IPL
matches, prime time programmes, etc).

u Frequency Ȃ Number of times the individuals have watched

the advertisement over the course of time (product
appeal).

u Impact Ȃ Value generated through the ad and consumers

drawing towards the product.
   
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 "#Æ
u Scene 1 shows children playing cricket outside which is a
common trend in India and people having a connect to the
same.
u Scene 2 cleverly shows a scene similar to that of Slumdog
Millionaire with the boy dropping the catch and another
guy reacting to the same quite cleverly positioned.
u IPL fever is banked upon by Nimbu fresh in depicting the
cricket craze amongst youngsters whenever a major
tournament is on.
u A lady squeezing out fresh lime juice out of lemons and
making fresh lime juice later on.
u The homemade lemonade scene transforms into a scene
where a teenager is drinking Nimbu Fresh.
u Relations and emotions given importance similar to other
Coke brands DzChildren playing cricket Ȃ boys coming home
for lemonade Ȃ mother making fresh lemonade for all
children Ȃ teenage boy reacting as if Nimbu fresh had a
taste similar to that of home made lemonade by mother.

u Tagline is well composed and structured. DzBilkul ghar jaisadz

depicting pure lime juice extracts in the product.

u The advertisement is successful in accomplishing the

communication objectives of informing, persuading, and
reminding potential customers of the product being
advertised.

!


!

u Life size PET bottles of the drink have been placed, along
with replicas of sliced lemon, signifying natural lemon
taste.

u For approximately 10 days, till February 28, Minute Maid

Nimbu Fresh, was retailed only from Big Bazaar and Food
Bazaar's 96 outlets across seven cities including Mumbai,
Delhi, Kolkata, Bengaluru, Hyderabad, Pune and
Ahmedabad.
u Backlit human translites carrying Nimbu Fresh life size
banners at nighttime to garner attention ideal for product
launch.

u Coca-Cola India has a tradition of launching its brands

through outdoor campaigns.

u Creating Nimbu Fresh Zone in malls to promote brand

awareness.

u Placing Nimbu Fresh bottles alongside fresh lemons to

depict the nature of the product to consumers.




u A special Minute Maid Nimbu Fresh zone was created with
a canopy, with lemon cut outs and multiple bottles stocked
in it. Floor graphics of lemons were pasted around it,
making the zone stand out in the store.

u One of the contests, the 'Fresh n Spoon' race, involved a

Nimbu Fresh bottle replacing the lemon in the 'Lemon and
spoon' race. For the Fresh n Spoon race, a bigger spoon was
used and participants were asked to get across a distance
balancing the bottle on the spoon.
u Nimbu Fresh bottles were kept in the Farm Fresh area that
stocks fruits and vegetables, where some bottles were kept
in the lemon crates.

u In the electronics section, attractive communication was

placed on refrigerator door handles that said 'Open the
door to get fresh' and inside, tent cards were placed along
with the products in the doors of the refrigerators.

u A canopy was also created near the chill station section.

The brand also had presences in the fashion section as well
as in the trial rooms.

  
 !!
Æ

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!
u The size of the largely unorganised 'nimbu paani' market is
1 billion cases, which is double the size of the carbonated
soft drink industry in India.

u Advertising campaigns of competitors (Nimbooz by

Pepsico, LMN by Parle Agro are lacklusture and fail to have
an emotional connect ).

u Minute Maidǯs brand umbrella already leaders in juice

segment in India.


Thank you