Description
CASE STUDY OF SLICE
Campaign: Seduction in a bottle
Client: Slice Agency: JWT Background: Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was re-launched with a winning product formulation that made consumers fall in love with its taste. While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the sheer indulgence and sensuality involved in consuming a mango. Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice. The Challenge: It was a smooth ride for Slice till its frequency of consumption started declining. It saw cause to worry when it faced a sluggish growth. In the 22 per cent mango drink category Slice had only 5 per cent share left. It became active about increasing the consumption. In a research, Slice found that nothing was more important for Indian consumers than getting a girl’s phone number and if the idea was combined with the brand ambassador Katrina’s number, it could be a lucrative offer. With an 80 per cent mobile phone penetration in the country, giving away Katrina’s number became the anchoring insight for Slice communication. Slice launched the campaign ‘Katrina ka number, crown ke under” to turn its fortunes around. The Execution: To make consumers chase the bottles of Slice, it put Katrina in the bottle in a never-before seen offer. The challenge was to find Katrina’s phone number under the crown of Slice bottles. In the campaign, every Slice bottle crown had a phone number but only a few lucky consumers would get Katrina’s number and get a chance to take her out on a date. One lucky winner won a date every day. Others simply kept buying more bottles to get lucky.
Fully leveraging the power of the brand ambassador Katrina Kaif, Slice played on a well-planned media mix including TV, Online, OOH and every possible touchpoint where it could connect with its consumer in the most interactive way. So, wherever the consumer went, he saw Katrina inviting him to get her number and take her out of the bottle on a date. The interactive page ‘Interact with Katrina’ was shared on the Facebook fan page of Slice. It had three different ways to engage the customer: Talk to Katrina, Get Katrina out of the Bottle and the Katrina interactive game. Every activity was fun and interesting and finally led the consumer to drink a bottle of Slice, get her number and get her out of the bottle. To generate the buzz about the promo, Slice made consumers talk to Katrina through a voice aid banner.
Results: The campaign made consumers chase Katrina’s number even after the campaign was over. The continuous sale of Slice bottles resulted in a growth of 225 per cent with 25 per cent increase in the frequency of consumption and 3 per cent increase in returnable glass bottle share. Adding to the success of the campaign were the 2 million calls that were received. So, by luring consumers with Katrina’s number, Slice could get the growth numbers it was looking for.
doc_783648729.docx
CASE STUDY OF SLICE
Campaign: Seduction in a bottle
Client: Slice Agency: JWT Background: Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was re-launched with a winning product formulation that made consumers fall in love with its taste. While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the sheer indulgence and sensuality involved in consuming a mango. Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice. The Challenge: It was a smooth ride for Slice till its frequency of consumption started declining. It saw cause to worry when it faced a sluggish growth. In the 22 per cent mango drink category Slice had only 5 per cent share left. It became active about increasing the consumption. In a research, Slice found that nothing was more important for Indian consumers than getting a girl’s phone number and if the idea was combined with the brand ambassador Katrina’s number, it could be a lucrative offer. With an 80 per cent mobile phone penetration in the country, giving away Katrina’s number became the anchoring insight for Slice communication. Slice launched the campaign ‘Katrina ka number, crown ke under” to turn its fortunes around. The Execution: To make consumers chase the bottles of Slice, it put Katrina in the bottle in a never-before seen offer. The challenge was to find Katrina’s phone number under the crown of Slice bottles. In the campaign, every Slice bottle crown had a phone number but only a few lucky consumers would get Katrina’s number and get a chance to take her out on a date. One lucky winner won a date every day. Others simply kept buying more bottles to get lucky.
Fully leveraging the power of the brand ambassador Katrina Kaif, Slice played on a well-planned media mix including TV, Online, OOH and every possible touchpoint where it could connect with its consumer in the most interactive way. So, wherever the consumer went, he saw Katrina inviting him to get her number and take her out of the bottle on a date. The interactive page ‘Interact with Katrina’ was shared on the Facebook fan page of Slice. It had three different ways to engage the customer: Talk to Katrina, Get Katrina out of the Bottle and the Katrina interactive game. Every activity was fun and interesting and finally led the consumer to drink a bottle of Slice, get her number and get her out of the bottle. To generate the buzz about the promo, Slice made consumers talk to Katrina through a voice aid banner.
Results: The campaign made consumers chase Katrina’s number even after the campaign was over. The continuous sale of Slice bottles resulted in a growth of 225 per cent with 25 per cent increase in the frequency of consumption and 3 per cent increase in returnable glass bottle share. Adding to the success of the campaign were the 2 million calls that were received. So, by luring consumers with Katrina’s number, Slice could get the growth numbers it was looking for.
doc_783648729.docx