The smart Nestle fruita vitals brand team is no longer in the mood to give away their beverage share to Engro as they did before with Nestle MilkPak.
PAK BRANDS : NESTLE FRUITA VITALS NEW AD CAMPAIGN
Olfrute has just done its ReBranding 1 month back and their TVC launched around 11th April.
April 22nd (less than two weeks later) , Nestle fruita Vitals again kills Olfrute with the launch of a killer new packaging with a sleek and stylish look. This packaging is called "Prisma packaging format". The TVC is cute with a cute and famous Model . The idea is simple in the TVC : " DIL SE" tagline was chosen to create a quick LoveMark .
The learning for us here is that the Ad is clearly positioned on the youth--the college going boys and girls unlike their previous ads which were focused on mothers or home culture.Furthermore , in order to compete with a launch of a competitor brand : change the packaging by introducing a smaller SKU(200 ml. The 1 litre pack is still the same). This killer packaging from user's favorite brand will stop them from trying Olfrute. A Brilliant tactic!
This whole new prisma packaging starts with a teaser campaign. I don’t know where it was run.However, the dates of this teaser were more or less within 1 week of the launch.
Nestle fruita vitals 250 ml new packaging vs old packaging:
PAK BRANDS : NESTLE FRUITA VITALS NEW AD CAMPAIGN
April 26th,2011 : A news coverage runs on Samaa tv showing the launch event of Nestle Fruita Vitals new packaging , the prisma packaging format , with interviews of sales heads. This is a new medium which can be used for marketing purposes .The Sales head clear said that it's the first time that prisma packaging format is launching in Pakistan. What he probably meant by this can interpreted from the following SKU of LANCOR which has similar packaging format.
The new Nestle Fruita Vitals new ad Campaign Packaging , prisma packaging format.
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Now lets take at the cute TVC that launched this Nestle Fruita Vitals prisma packaging format.
Why I say that this new Nestle fruita Vitals has a killer new campaign is because all the brands present at the shelf have no comparison to this new packaging.I have compared all the "mango" juices. Neslte fruita vitals' prisma packaging format is definitely the winner!
PAK BRANDS : NESTLE FRUITA VITALS NEW AD CAMPAIGN
Do you like my work and passion ? Share my CV with your HR for a marketing position or an internship :http://goo.gl/pkkNl or contact me at i.arsalan@hotmail.com ![RESUME-BOX4[4]](//lh3.ggpht.com/_1kT_N-5q_lQ/TbhxNhnk6QI/AAAAAAAAAJg/udOAsfS5FqM/RESUME-BOX4%5B4%5D%5B4%5D.png?imgmax=800 "RESUME-BOX4[4]")
![RESUME-BOX4[4]](http://lh3.ggpht.com/_1kT_N-5q_lQ/TbhxNhnk6QI/AAAAAAAAAJg/udOAsfS5FqM/RESUME-BOX4%5B4%5D%5B4%5D.png?imgmax=800 "RESUME-BOX4[4]")
4 comments:
Sorry to say but I don't at all agree with what you have stated above. At least Olfrute is not a brand that needs to copy! Nestle currently seems like a pretty confused brand! First they launch Fruita Vitals around 'confidence' and now 'Dil Se' and I can't understand what makes them think, copying Lacnor's packaging is in any way COOL! It's a pretty bad move by Nestle! Above that, they recently launched an application on their official fanpage which was part of their Fruit Revolution campaign! They took that offline within 2-3 hours just because they didn't have the brains to test it themselves before! To top that...they have no courtesy to mention that on their page. They have just blocked users from posting without sharing the problem and that leaves the users confused, just like the brand!
Nestle's new campaign is just such a SAD SAD effort ! They are totally confused in their positioning. They show that they for SEC A and B but Pyaaraaay Laal is totally against what they stand for ! Confused !
@ Mr Azmeer , that was a biased comment.you just talked about Nestle. I have clearly said that they preferred " Dil se" because they wanted to make quick LoveMark.Since Love and happiness is the thumb rule . May be you can review about it on LoveMarks.com. And it was the only strategy to counter Olfrute's Launch. Furthermore ,nowhere in your comment you have talked about Olfrute's blunders. Two brands with ReBranding in just 1 year after launch , is this professional? who is more confused?
@ Anonymous , talking about the change of target market from Sec A to Sec B . This had been the case with many top brands.I'll be citing a few examples in coming blog. But you are are right about the later part of comment.
Great info, sweetie! Keep it up! Almost forgot, I suggest you should make your blog a little more social.
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