Minute Maid has added some innovative touches to its retail visibility and communication elements, making sure that the shoppers connect with the brand and enjoy their ‘Life Ka Ras’. Point Of purchase brings you the details.
What is that you look for in fruits? Their colour, their freshness or the nutrition in them? Well, Minute Maid’s Pulpy Orange juice now promises you all that with 100% goodness of fresh fruits. Made from the choicest fruits, Minute Maid, a juice drink of the mother brand Coca-Cola, delights juice lovers as it claims to be the only drink with no added preservatives or colours in it. To signal that the juice is as fresh as a fruit and that it extends the same benefits of nourishment, the brand collaborated with Gurgaon based Studio Thorn Integrated Promotions Pvt Ltd, a Retail Design & Production Consultancy and came up with good branding solutions and promotions at retail. The activity created long term visibility and responsiveness in Modern Trade at retail. The highlight of the campaign was to increase the brand’s market share in India and to strengthen its diversified product portfolio by providing more choices to consumers in fresh fruit juice segment and standing out amidst the clutter of competing brands. To build shopper connectivity at retail, a distinctive Fruit Cart display was designed with elements like wooden ‘patti’ and a thaw with striking resemblance to a fruit basket in order to coax the consumers into buying. It was created using MDF wood, Vineyl and Duco paints. Undoubtedly, a blend of traditional and modern rudiments made the concept come alive and was surely a relief to the eyes. The visibility of the brand followed installation of 116 such displays deployed PAN India at ABRL Hyper, Big Apple, Big Bazaar, Reliance, Spar & Spencers in the capital and zones of Maharastra, Karnataka, Andhrapradesh, Tamil Nadu, Gujarat, Madhya Pradesh and Kerala. “The biggest challenge in meeting the concept was obviously the fabrication of design of the display along with its execution that was to be completed in a month. Besides, from conceptualizing the idea to building an economical structure with utilization of every inch of space was definitely challenging,” says Jasmine Grover, Business Head, Studio Thorn Pvt Ltd. The efforts were not futile as Minute Maid not only focused on the health aspect of the juice, but was also successful in occupying an emotional space. Hence shoppers now have a reason to soak up all the moments that the drink offers with its tagline ‘Life Ka Ras.’