A fresh round of competition between food and beverage majors Coca Cola and PepsiCo, in the lemon-flavoured beverages market, is on the cards. In order to cash in on the huge demand for lemon-flavoured carbonated soft drinks (CSDs) across the country and to take on its arch rival head on, PepsiCo India has decided to give 7UP, the leading brand under its portfolio, a major push by introducing a new thematic campaign to shore up its sales and revenues in 2010.
Accordingly, the company will soon introduce 7UP in a newly designed and neatly packaged form, with its core ?fresh and cool? feel across the country. ?We will soon launch the new 7UP with the powerful message of ?lemon refreshment? that has resonated for consumers in the previous years,? said Alpana Titus, executive vice-president, PepsiCo India.
Speaking to FE, Titus said, ?Though the demand for different flavoured CSDs has grown manifold in India over the years, the demand for lemon-flavoured CSDs is one step ahead of others and is considered to be the fastest-growing brand for PepsiCo in India.? PepsiCo has two brands, 7UP and Mountain Dew, while Coca Cola offers Sprite and Limca.
?The contribution of lemon-flavoured CSDs to overall sales has gone up substantially?from 20% a few years go to the current figure of 30%?and is growing at the fastest rate among various flavours. We hope that with the new design and packaging, PepsiCo will be able to become a market leader in this category across the country,? Titus said. PepsiCo is currently the market leader in lemon-flavoured CSDs in Tamil Nadu, Kerala and Rajasthan, and has an equal footing in many other states, she added.
?In 2010, we are seeing a strong momentum and a very healthy growth in volumes, as well as consumer equity scores. We will accelerate the journey to simply remind the consumer of the unparalled refreshment that the natural lemon flavour of 7UP delivers,? Titus said, adding, ?We will soon launch a massive advertisement blitzkrieg across the country for the new 7UP through print and electronic media, apart from outdoor campaigns and thematic/region-specific programmes to ensure that the new product reaches the masses,? she said.
The design for the new 7UP has been developed and conceptualised by BBDO India and Spanish production house Garrigosa Studio was roped in for developing the visuals, which depict the experience of `lemon refreshment?.
While Titus refused to disclose the exact budget for advertising the new 7UP, she said, ?We will be investing more than what we have invested in 2009 to make 7UP the leading lemon-flavoured CSD in India.? The Nimbooz, a pure lemon drink of 7UP, and the new 7UP will complement each other to further expand this business, Titus added.