Unveils its new communication campaign. Also launches the product in a 200 ml RGB bottle in select markets priced at Rs. 8/-
- Minute Maid Nimbu Fresh’s new communication initiative talks about remembering the ‘First love’. The new communication campaign best explained by the tagline "Khatti meethi yaadon ka ras"
- Minute Maid Nimbu Fresh’ is made out of quality ingredients, with no added preservative and no added colour, providing consumers with a great refreshing experience - just like the authentic refreshing experience of ‘nimbu pani’ made at home.
- Initially made available in two pack sizes: the on-the-go 400 ml PET and 1 liter PET, Minute Maid Nimbu Fresh now is being launched in a new 200ml RGB (Returnable Glass Botle) priced at Rs. 8 to be made available in select markets.
- First Love’ campaign conceptualized by Leo Burnett Executive Creative Director – Sainath Saraban, & directed by Prakash Varma of Nirvana Films, is all set to roll out in the third week of March, 2011.
- In-addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including, out-of-home (OOH) media, radio, in store & on- the- ground activation across all key markets.
Reminiscing the sweet and sour memories of childhood, Coca-Cola India is all set to roll out its latest communication campaign, ‘First Love’ for its brand Minute Maid Nimbu Fresh. Taking the success of ‘Bilkul Ghar Jaisa’ campaign to the next level, the new communication captures the idea of ‘nostalgia in a bottle’, and the innovative consumer proposition is best explained by the tagline- ‘Khatti meethi yaadon ka Ras’ (juice of sweet & sour memories).Minute Maid Nimbu Fresh made out of great quality fresh lemon juice concentrate, reinforces the ‘Just like home made’ proposition, by associating the ‘ghar jaisi feeling’ offered by the drink with 'memories of childhood romance' set in summer.
Initially made available in two pack sizes: the on-the-go 400 ml PET and 1 liter PET, Minute Maid Nimbu Fresh now is being launched in a new packaging of 200ml RGB bottle priced at Rs.8 in select markets. Minute Maid Nimbu Fresh is targeted at consumers across all age groups who are on the lookout for a fruit-based refreshing juice drink. In-addition to leveraging mass media, integrated communication plan will also be complimented by a range of on the ground initiatives across all key markets.
According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, “Minute Maid Nimbu Fresh is a refreshing lemon juice-based drink developed especially for Indian consumers. Our ‘First Love’ campaign centres around the core proposition of Minute Maid Nimbu Fresh as being the next best alternative to home-made lemonade. It shows how a sip of Minute Maid Nimbu Fresh triggers nostalgia in you and evokes all the sweet and sour memories of life that one might have experienced while growing up. I am sure that this campaign will strike a chord with the consumers.”
Storyboard of the Ad
The communication opens with a teenage boy waiting outside his girl-friend’s home on a cycle. The girl peeps out of the window and waves at him. Together they cycle down together to a village market where they buy lemons. While buying lemon, the boy mischievously pulls open the girl’s hair, annoying the girl, who scolds him. The duo reach home and the mother treats them to glass of lemonade which both of them relish. The boy again pulls open the girl’s hair, irritating her. She gets angry at him again, but the boy continues to drink his lemonade and smiles naughtily. The film shifts to a grown up man drinking Minute Maid Nimbu Fresh from a glass bottle. He looks ahead at someone lovingly. He crosses the room and as he does he pulls open the hair of a young lady sitting with an elderly woman. She is suddenly taken aback by this sudden action and does not know how to react to this action in front of the lady. The guy peeps out of the room, smiles at her and continues drinking his Minute Maid Nimbu Fresh. The lady smiles back at him.
Speaking about the creative concept, K.V Sridhar (Pops), National Creative Director, Leo Burnett, says, 'We’re taking the ‘Bilkul Ghar Jaisa’ positioning a step forward. I’m sure everyone has a bunch of favourite ‘summer’ memories when they were growing up. And usually a cold glass of home-made nimbu paani refreshed you after your various pranks, adventures and games. Taking a cue from there, this time the story is about childhood sweethearts, and their sweet and sour journey to buy some lemons to make nimbu paani together. That memory is triggered in our protagonist’s mind the minute he takes a sip of Minute Maid Nimbu Fresh, and he conveys that to his childhood sweetheart who is now his wife. Minute Maid Nimbu Fresh is about a nostalgic ‘nimbu-paani’ moment in a bottle.”
Minute Maid Experience
The history of Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation launched the brand Minute Maid. The Coca-Cola Company subsequently acquired the Minute Maid brand in 1960. Over the years, through continuous innovations and unmatched consumer experience provided in over 60 countries, Minute Maid is now one of the world’s leading juice and juice drink brands.
About Coca-Cola India
Coca-Cola in 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, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda, Burn and Nestea 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. The Coca-Cola system in India employs more than 25,000 people directly. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com
