Minute Maid

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.

Point of Purchase - - CONTENTS - Nikita Bothra

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.’

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