Coca-Cola in India has announced the national launch of its latest innovation under the Fanta brand umbrella. The Coca-Cola Company has drawn an intensive consumer activation campaign to market Fanta Apple flavour. The 360 degree marketing communication plan involves organising road shows including extensive experiential sampling sessions in markets, offices, malls and colleges.
Complimenting the on the ground initiatives is the TV commercial featuring Genelia D'Souza that reflects Fanta Apple's 'Go Bite' proposition. The entire brand campaign has been developed and executed by Ogilvy & Mather, Delhi.
The television commercial features Genelia D'souza, Bollywood star of Jaane Tu Ya Jaane Na fame. The communication opens with Genelia's enjoyable evening at a party getting disturbed by 'matrimonial aunt' who rushes up to Genelia with another 'suitable match'. Genelia is irritated and wants to get rid of 'matrimonial' aunty.
This is when a boy, who is one of the party hosts, offers her the new Fanta Apple. The sight of Fanta Apple instills mischief in Genelia, she looks at her mom for approval and starts playing on!
In order to scandalise matrimonial aunt, Genelia coyly refers to Fanta Apple, while making Aunty believe that she is talking about the boy who offered it with dialogues such as "This is new", "Feel like tasting it" "Tastes crispy, just like an apple!".
With each one-liner, the aunty's withdrawal increases, and finally aunty runs away when Genelia asks her "Should I get one for you as well?" The ad ends with Genelia signing off with "Go Bite!".
The TV campaign has been directed by Bauddhayan Mukherji from Little lamb Films and conceptualized by Ajay Gahlaut, Creative Head, Ogilvy & Mather, New Delhi.
The communication for Fanta Apple is best captured explained by the tagline "Go Bite. Fanta's new brand ambassador Genelia D'Souza -the young and charming star of 'Jaane Tu Ya Jaane Na' fame.
Fanta Apple will be available across the country in a range of pack sizes - 200ml and 300ml returnable glass bottles (RGB) priced at Rs8 and Rs10 respectively, and in 600ml PET pack priced at Rs22.
As a part of a phased launch plan, Fanta Apple was initially made available to the consumers in October, 2008 in the southern states of Tamil Nadu and Andhra Pradesh.
According to Venkatesh Kini, vice-president- marketing, Coca-Cola India, "It gives me immense pleasure to announce the national launch of Fanta Apple. Apple is one of the most preferred fruits in the country. This product has been developed specially for Indian palates. The launch of Fanta Apple is a step towards strengthening the company's market leadership in the fruit flavored sparkling drink segment."
Speaking at the occasion, Fanta brand ambassador Genelia D'Souza said, "It feels great to be associated with brand Fanta. It has been my favorite sparkling drink for a long time. I am quite thrilled about the launch of Fanta Apple. It's a great product and I am confident that its refreshing taste would find a special appeal amongst all my fans."
Brand Fanta, already present in over 190 countries, was first launched in India in 1994. In the last 14 years it has gained market leadership in the Indian fruit flavored beverage segment through Fanta Orange. With the launch of Fanta Apple, Coca-Cola in India is all set to further extend its leadership in this fast growing segment.