DRIV­ING A NU­TRI­TIOUS AGENDA

Bev­er­ages and snacks giant Pep­siCo In­dia has launched three new prod­ucts this year in the Nu­tri­tion space. Deepika Warrier, Vice-Pres­i­dent, Nu­tri­tion, Pep­siCo In­dia talks about how the brand is po­si­tion­ing th­ese new prod­ucts as whole­some choices for young

Impact - - MARKETING ZONE - BY CHRISTINA MONIZ

Q] You have had three launches in the Nu­tri­tion port­fo­lio this year. Tell us about your strat­egy be­hind th­ese prod­uct launches.

It has in­deed been a very in­ter­est­ing year for us with so many prod­ucts be­ing launched un­der Pep­siCo’s Nu­tri­tion um­brella. In 2017 alone, we have in­tro­duced Quaker Nutri Foods readyto-cook break­fast range, Trop­i­cana Essentials func­tional juices and Quaker Oats + Milk, a unique grain dairy bev­er­age. We are mainly tar­get­ing mil­len­ni­als and young con­sumers who lead a rushed life­style, and seek so­lu­tions to in­cor­po­rate health and nu­tri­tion in their ev­ery­day rou­tine. We have worked with In­dian con­sumers’ need for con­ve­nience and on-the-go nu­tri­tion so­lu­tions to com­ple­ment their time-pressed life­styles. At the same time, con­sumers have been very clearly telling us that while they seek health and nu­tri­tion ben­e­fits, they will not com­pro­mise on taste. So we re­main fo­cused on de­liv­er­ing both nu­tri­tion and su­pe­rior taste to con­sumers. We have suc­cess­fully made In­dia’s favourite break­fasts health­ier with the Quaker Nutri Foods range –the range com­prises Idli, Dosa, Upma and Poha with 4056% Quaker oats. Then we have the Trop­i­cana Essentials range of func­tional juices tai­lor-made to ad­dress de­fi­cien­cies in the diet and life­style of ur­ban con­sumers, with vari­ants such as Fruit & Veg­gie, and Iron. The Quaker Oats+Milk, is a first-of-its kind grain and dairy bev­er­age in a unique, tasty of­fer­ing. We have been fo­cused on avail­abil­ity, stand out vis­i­bil­ity in-store and trial gen­er­a­tion for th­ese new plat­forms and the re­sponse so far is en­cour­ag­ing.

Q] Take us through the in­sight be­hind the new Quaker Real Fit cam­paign.

Our new­est cam­paign for Quaker – ‘Fuel for the Real Fit’, cel­e­brates young In­di­ans do­ing reg­u­lar jobs like a teacher or a doc­tor, who ef­fort­lessly mul­ti­task each day, and es­tab­lishes Quaker as the fuel that gives them the en­ergy to do more. Oats are a huge source for sus­tained en­ergy through the day and through our cam­paign, we high­light how Quaker fits in per­fectly with the hec­tic life­style led by mil­len­ni­als. We have em­ployed a 360-de­gree cam­paign across tra­di­tional, broad­cast and dig­i­tal me­dia. We kicked off the cam­paign with two pow­er­ful films that re­de­fine the idea of ‘real fit’, defin­ing it as go­ing be­yond phys­i­cal as­pects. The first film show­cases a day in the life of a playschool teacher who does count­less sit-ups and bends as she takes care of a class full of tod­dlers, and she is the ‘real fit’ icon for her bound­less en­ergy and en­thu­si­asm, with Quaker be­ing the fuel that keeps her go­ing. The sec­ond film show­cases a doc­tor in an Emer­gency Room, who keeps go­ing through var­i­ous stress­ful sit­u­a­tions, and has the en­ergy to com­fort a pa­tient’s fam­ily even as he works through a 24-hour work day. Sev­eral A-list celebri­ties and in­flu­encers such as Chef Vikas Khanna, Rana Dag­gu­bati, Disha Patani, R Mad­ha­van and Tiger Shroff have also lent sup­port to this cam­paign while speak­ing about their ‘real fit’ icons on their so­cial me­dia han­dles. With this cam­paign, we want to change the way peo­ple per­ceive ‘real fit­ness’.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.