PepsiCo to launch fresh campaign for Slice this week

Expects the beverage's price to be stable this summer

PepsiCo India has increased price of its popular mango-based drink Slice by about 6-7% after the last summer. But, the price of the beverage is expected to be stable this summer.

“There has been a price revision of about 6-7% for a few SKUs of Slice between last summer and now. But the price for Slice is expected to be stable this summer,” said Homi Battiwalla, Category Director - Colas, Hydration and Mango Based Beverages, PepsiCo India. The price rise was mainly because of increase in the price of mango pulp.

The product, which earns about Rs 1,000 crore in revenues annually, has been growing at a strong double digit growth for the past few years.

Battiwalla said PepsiCo will launch a fresh advertisement campaign for Slice that competes with Coca-Cola’s Maaza and Parle Agro’s Frooti.

Katrina Kaif, who showcased her seductive side in an earlier campaign — Aamsutra, for Slice, will continue to endorse Slice in the new campaign that captures her playful nature.

The commercial starts on a playful note with Katrina, a young man and another woman strolling in a beautiful meadow of flowers with picnic baskets. A foot-tapping remix of ‘Haal kaisa hai janab ka’, sung by Shalmali Kholgade, sets the mood with the appealing visuals hinting at a love triangle.

“For the first time we are talking about Slice as the most delicious mango drink ‘jiske samne sab pheeka padh jayega’,” said Battiwalla.

“Slice is the best tasting mango beverage and that’s what the campaign conveys… it invites people to give up any other drink and go for Slice. Sometimes, it’s good to leave old habits behind and discover finer things in life”, said Katrina Kaif.

The on-air campaign will be supported by on-line and on-ground activation including consumer tasting.

Early this week, Parle Agro has signed Shahrukh Khan as its brand ambassador, shifting its usual marketing strategy. Coca-Cola’s Maaza is currently being endorsed by Imran Khan and Parineeti Chopra.