Minute Maid Nimbu Fresh unveils its new communication campaign

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."