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Pepsico launches latest campaign for their flagship snack brand Kurkure

PepsiCo India’s flagship snack brand Kurkure is reinvigorating the collect category with launch of Kurkure Multigrain with Power-Grain Ragi, catering to the rising trend of consumers looking for tasty yet healthy everyday snacking options.

In line with PepsiCo’s global sustainability agenda of Performance with Purpose, Kurkure Multigrain with Power grain Ragi which is rich in calcium, fiber and is a good source of protein and has been formulated with 21.5 % less sodium.

“Kurkure is India’s most loved snack brand which has been innovating and transforming to cater to changing consumer needs. As per our Performance with Purpose agenda we are working to improve our snack products through a stepwise reduction approach. In India, we have been successful in reducing 21 metric tonnes of sodium from our entire snack portfolio till last year and aim to reduce sodium in 75% of our food’s portfolio by 2025. The recently launched Kurkure Multigrain with 21.5% less sodium is yet another step towards the actualization of this journey” said Jagrut Kotecha, V.P – Indian Snacks, PepsiCo India.

The new Kurkure Multigrain will be available in the winning flavor Curry & Herbs at 3 price points (Rs. 5, 10 and 20) distributed across India through traditional trade and modern trade channels.

Further to delighting their consumers, PepsiCo India has revamped the packaging of their flagship brand Kurkure across its entire range of 40 variants with an aim to engage consumers at point of purchase. Research has shown that a consumer generally takes less than 7 seconds to make a purchase decision when buying a snack and the first thing he/she notices is the colour followed by the shape, brand name and finally the key ingredients that go into making the product. This consumer psychology was combined with design thinking to develop an entirely new design philosophy for the brand. The new packaging range stands out thereby re-appraising Kurkure as a lead player in the Salty Snack category.

The new packaging strongly reiterates Kurkure’s Kitchen ingredients story and noticeably sets apart one flavor from the other. The new packaging effectively displays product format on each pack, making it easier to distinctly understand the offering of each variant and distinguish it from other me-too brands. The new packaging design has been developed over the past 12 months by PepsiCo’s global design group, headed by designer Mauro Porcini along with an external agency and has been rolled out nationally.

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