In a bid to expand its non-carbonated drinks portfolio, food and beverage company PepsiCo India has launched a packaged nimbu paani offering - Nimbooz - under its 7Up brand. Nimbooz, an offering with real lemon juice, no fizz, and no artificial flavours will be available in trendy, convenient packs. The product will be first launched in North and West followed by a national roll out subsequently.
Nimbooz will be available in three packaging formats of 200ml returnable glass bottles (RGB), 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively.
“Nimbu paani is a well loved Indian drink and Nimbooz brings consumers this well-loved taste backed by PepsiCo quality,” said Punita Lal, executive director (marketing), PepsiCo India.
PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan will revolve around building awareness through multi-city launches and road shows, comprehensive 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors. Complimenting the on-ground initiatives is the TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition.
The company will also undertake aggressive trial generation and sampling initiatives will also be taken forward across major cities of the country. A special ‘Nimbooz Highway Gadi’ has been created that will visit the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education.
“The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect,” said Alpana Titus, executive VP (flavours), PepsiCo India said.