Creative Blog on Indian brands, Marketing and Advertising

Brand Update

Marketing Strategies

Creative Stuff

MarketingMarketing Strategies

Success Story of Glucon –D , The Energy Booster of India!

The campaigns of this brand are mostly children and summer-centric because they are always on the
move and want to go out and play, at any given time of the day even if the temperatures are soaring

» The History

Glucon – D is an energy drink manufactured by H.J. Heinz more commonly called as Heinz. It is an
American company. The Indian affiliate of the Kraft Heinz Company started operations in 1994
(under erstwhile H.J. Heinz Company) and provides taste and nutrition to its consumers through
brands like Complan, Glucon-D, Nycil, Heinz and Sampriti Ghee. This is the fifth largest food and
beverage company in the world.

The company employs about 2,500 people and is headquartered in Mumbai with four branch offices
in key metros and two large manufacturing facilities in Aligarh and Sitarganj.

The primary competitors of Glucon D are Gatorade by Pepsi Co. and Glucose – D by Dabur India.

» Brands under the Parent Company:

The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid,
Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight
Watchers Smart Onesand Velveeta.
» The Product Line

Heinz is an international food and beverage giant headquartered in Chicago and manufactures over
150 products under its name. When it acquired Glaxo India, it gave birth to the product Glucon – D.
This drink was marketed heavily for the Indian summers as it quenches the thirst and replenishes the
body fluids.

Glucon D as a product is very popular with sports person and patients. This is considered as a health
drink for any age group. The main ingredient of this drink is Glucose (99.4%) which is very healthy
and provides instant energy to the body as it is very quickly absorbed.

It has sufficient amounts of carbohydrates which the body requires, and it also cools down the body
temperatures quickly. This drink is also known to get rid of dehydration.

Glucon D is available in several variants that are equally popular amongst its consumers. Some of
them are as follows-

Glucon D Tangy Orange

Glucon D Original

Glucon D Nimbus Pani

Glucon D-Orange Blast

Glucon D Aam Panna

Glucon D-Volt

» Promotions by Glucon D

The marketing strategy has been very aggressive, and it is only because of this that today it is a
market leader in the energy drink space. It is also perceived as a very strong brand.

This brand has done some amazing marketing and high-end campaigns to create a strong hold in the
market.
This brand targets both the high- and low-end users and most of its promotions are based in the
summer season of India. It is positioned as an energy drink with a very strong brand image.

It uses a lot of electronic media to run its campaigns be it television commercials or radio ads, it has
done it all and is very successful because of this.The brand also does a lot of traditional marketing be
it billboards or print.

» Marketing Campaigns by the Brand

Glucon D has most of time kept sports and children in mind and created ads. These ads are generally
seasoned centric (summer), are very relatable and fun to watch.

› Campaign – Sirf Paani Nahi, Glucon D Waala Pani

The new summer campaign launched in the year 2017 by the brand was called as ‘Sirf Paani Nahi,
Glucon D Waala Paani.’

Again, a very simple and convincing advertisement made by the brilliant agency McCann shows kids
playing a game of Kabaddi in the summer heat and the sun sucking out all the energy from them.
However, one of the kids is extremely fresh and energetic, because he drinks Glucon D Walaa Paani
in the summers.

Speaking about the campaign, Vikramjeet Singh, CMO, Kraft Heinz India, said, “In summers, heat and
high humidity lead to exhaustion. Glucon-D aims to educate the consumers about the benefits of
adding Glucon-D to water to quickly restore the lost glucose, minerals and vitamin levels in the body
after spending long hours in the sun.”

› Campaign – Khel Se Pehele Glucon D

This was a summer campaign launched by the brand in the year 2016. A very cute and popular
campaign and it also helped in increasing the sales of this brand. The campaigns by this brand are
very relatable because of the use of actors and situations. Most of the times what is shown in the ad
is what actually happens when you step out in the heat!

While narrating the new campaign, the company spokesperson said, “Glucon-D has always enjoyed
top of mind recall across India. Through this campaign, we aim to offer a fresher perspective of the
brand narrative from rejuvenation to prevention. The aim is to communicate the importance of
being well hydrated with body glucose for lasting energy levels before one venture out in sun on a
hot day.”

In this campaign a girl before stepping out of her home drinks a glass of Glucon D and goes out to
play in the scorching summer heat.

While all her other friends are drained out because of the heat she is still hydrated and pumped up
and ready to play even when the sun is shining out bright!

The tagline of this campaign was “Glucon-D Laga, Energy chadha”

Conclusion

Glucon D is a household name when it comes to gaining instant energy after returning home from a
tiresome day.With so many delicious taste options to choose from, this drink is a very simple and
safe form of gaining energy.

The campaigns of this brand are mostly children and summer centric because they are always on the
move and want to go out and play, at any given time of the day even if the temperatures are
soaring.The message given by this brand is very simple and traditional.

Most of the ads are in Hindi language which makes it reach out to a wider chunk of people in the
country.

So, the next time you feel drained out and want an instant boost of energy, its time you add a spoon
of your favorite Glucon D to your glass of water and stay pumped up and energized throughout the
day, every day!

Related Posts:

Sprite-‘University of Freshology’

Parle Frooti-The Frooti Life TVC

 MYNTRA-“A fashionable new age”

Thums Up Brand Analysis

Marketing Strategies of Mother Dairy Brand

Facebook

Twitter

Pinterest

Email

Rahul panchal

http://www.thebrandboy.com

In a world of worries, be the warrior. "Marketer since 2009" Rahul Panchal is a Creative Marketer by
mind and a passionate blogger by heart. I turned my dreams into my vision and my vision into my
reality

Recent Creative

Brand Hrithik and his latest on the Screen

The Trendsetter of Sonic Branding – BrandMusiq

The Unique Digital Billboard of Spider Man – Far from Home

The Coke Smartwater Initiative

Parag Milk Foods launches a campaign for GO Cheese

Mahindra Launched #NurtureYourCuriosity Campaign

Why is Coca Cola plans to buy CCD?

GOQii ropes in Akshay Kumar as its brand ambassador

Celebrating the Gentleman’s Game with #TheManGotGame

Read What Marketers has to say at Cannes 2019

Brand Names155

Marketing Strategies101

Top 10 Brands88

Marketing86

Brand News74

Slogan67
Jingles26

Innovative15

SWOT Analysis12

TVC12