afaqs!

Katrina Kaif to endorse Slice

By , agencyfaqs!, New Delhi | In Advertising | March 20, 2008
Kaif is the first ever film actress to endorse a brand in the juice category

PepsiCo's mango & #BANNER1 & # drinks, Slice and Slice Mangola, have a new face, Katrina Kaif. The Bollywood actress is the first ever film actress to endorse a brand in the juice category. She will be seen in all of the brand's communications this year.

Slice was launched in India in 1994. In 2002, PepsiCo launched the drink in guava, litchi and orange flavours, but these were later discontinued.

Slice is popular among mango lovers, and known for providing the ultimate mango experience to a variety of beverage seekers. It has been communicating to the youth through its ad campaigns, which have depicted the joy of having Slice through a fun, flirtatious interaction between a boy and a girl. Last year, for the very first time, Slice associated itself with Bollywood and tied up with Yash Raj Films' Jhoom Barabar Jhoom. The creative agency on the brand is JWT.

Homi Battiwalla, vice-president, emerging categories, PepsiCo India, says, "Slice enjoys high salience in the Indian market and is known to be a great tasting mango drink for all occasions. We are delighted to associate with Katrina Kaif as the brand ambassador for Slice and are positive that she will help build the brand's connect with our core consumers."

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