Tropicana Slice is witnessing strong growth in small towns: Vineet Sharma

Taking forward its mango indulgence proposition, Tropicana Slice recently rolled out its ‘Har ghoont ras bhara aam’ campaign conceptualised by J. Walter Thompson, featuring long time brand ambassador Katrina Kaif. The beverage brand from PepsiCo India has firmed up its pan-India marketing and distribution strategy, focusing on Indians’ longing and love for mangoes.

In this interaction with AdGully, Vineet Sharma, Associate Director – Marketing - Tropicana, PepsiCo India, speaks about creating a differentiation for brand Tropicana Slice, the growing clout in small towns and select rural markets, engagement plans, and more. Excerpts:

In a market where all the competitor brands – Frooti, Maaza, Paper Boat – also talk about the mango factor, how challenging is it to create a differentiation?
Tropicana Slice is all about indulgence and pure mango pleasure. This has played a major role in capturing Indians’ real longing and love for mangoes. Through this differentiation, we have been able to create a powerful appeal across the country. Every year we try to capture Indians’ love for mango and depict it in different ways through our ad campaigns. The new campaign for Slice this season – ‘Har ghoont ras bhara aam’ – is focused on reinventing and reviving the perception about the most loved mango drink in India. It reiterates the fact that this is a mango experience like no other and celebrates the immersive experience of pure mango pleasure through the creative route of a Tropicana Slice bottle inspired by a diced mango.

Katrina Kaif and the sensuous experience of having a Slice – these have been a consistent part of Slice’s brand communication? Have you thought of introducing some new elements in it?
Over the years, Tropicana Slice has stood for pure mango indulgence and has played a major role in defining the real longing and love for mangoes amongst consumers. Slice campaigns have always been seen as clutter breaking and created a powerful appeal across India. Every year we bring a refreshing approach to our campaigns, which celebrate the immersive experience of pure mango pleasure. With this aim, our brand ambassador Katrina Kaif through the years has helped us further augment our association with mango lovers on the whole new level.

How is Brand Tropicana Slice gearing up for the summers?
In its journey through the years, Tropicana Slice has been synonymous with mango. Every summer we have focused on bringing to consumers new exciting innovations backed by consumer insights, thereby taking the mango indulgence to next level. Over the years we have launched Slice varietals – Kesar, Dussehri and Banganapalli, made from three most loved varieties of mangoes in 2014. 2015, gave mango lovers across the country experience the rich and authentic taste of the Ratnagiri Alphonso, widely regarded as the king of mangoes. We are scaling up Alphonso, India tastiest mango drink, this year by leveraging new and emerging channels like e-commerce and modern trade in addition to traditional trade. We continue to celebrate India’s love for mangoes by encouraging consumers to pick up the proprietary mango diced bottle of Tropicana Slice.

Is there a difference in communication strategy for rural and urban regions?
We are taking new variants of Tropicana Slice like Tropicana Slice Alphonso in key urban markets by offering attractive pack price options. We are witnessing a strong growth and demand in small towns and select rural markets for our brand, where we continue to drive core Tropicana Slice through focused media and on-ground interventions.

What are the various media platforms utilised to reach out to these areas?
We are looking to unfold a power packed 360- degree outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print and TV for our brand promotions.