Cloud 9 eggs you on to drink and drive

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News
Last updated : January 21, 2010
The brand has taken the OOH route to promote its latest brand proposition - drink and drive

Traffic authorities will be furious if they come across anyone who endorses the drink and drive way. Cloud 9, a natural energy drink from Goldwin Healthcare, available in flavours such as Premium, Wild Berry, Red Grapes and Pomegranate, has explored this idea as its brand proposition. Targeting men and women belonging to SEC A, the latest communication reaches out to anybody behind the wheel and encourages people to drink Cloud 9.

Based on the idea, OOH agency Milestone Brandcom conceptualised an innovation for the brand on mobile vans. As a part of this, in Delhi and NCR and Mumbai, Mercedes and Toyota cars were mounted on the platform of the mobile vans. While one mannequin sat behind the wheel, another one was placed in the backseat. Both the mannequins held cans of Cloud 9 in their hands. A motorised mechanism was employed to set the hands in such a motion that the mannequin behind the wheel appeared to be drinking from the can.

The ad display on the van read 'Breaking News. Drink and Drive'.

Discussing the thought behind the innovation, Pramit Mehta, founder member and partner, Milestone Brandcom, tells afaqs!, "The client wanted to communicate the brand proposition interactively and therefore, we came up with this idea of showing the driver drinking while he is driving. A unique idea need not to be executed on billboards only, it can be well communicated through other small formats such as the mobile van in this case."

Mehta shares that though placing the cars on the mobile van was challenging, the agency was able to wrap up the execution within two days.

Priyesh Ganatra, director, Cloud 9, reveals, "For this innovation, we received such enormous response from our distributors and consumers that the sales went up during the festive season by 15 per cent. We launched the campaign in Mumbai on December 20, 2009, right before the festive season, and in January, rolled it in Delhi and NCR."

Vikram Bhanushali, marketing head, Cloud 9, says, "With this innovation, we took the first mover advantage within our category and have achieved the desired results."

Based on the good response for the innovation, the company will now take this to other markets in South and West India. The campaign is being backed by television, print and digital, using social media and online contest.

According to industry estimates, the energy drink market in India is growing at 50 per cent and will touch Rs 1,000 crore by the end of 2010. Though an established brand in the energy drink category in India, Cloud 9 faces competition from Red Bull, which has made its presence felt in the urban markets. Also, in 2009, Coca-Cola launched its energy drink, Burn and as a part of the brand's first on ground activation, launched the Burn Car - a vehicle designed by ace automobile designer Dilip Chhabria - to conduct sampling of the brand.

Besides Goldwin Healthcare, Mumbai based Shree Jalaram Group owns companies including Lotwin online lottery, Jalaram Jyoti Builders and Developers, Goldwin Entertainment, Goldwin Film Production and Goldwin Mobile Gaming.

First Published : January 21, 2010
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