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Backlit human Translites for Minute Maid Nimbu Fresh

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | February 15, 2010
To mark the launch of Minute Maid Nimbu Fresh, Coca-Cola has come up with an outdoor campaign rolling across major markets in Tamil Nadu

It's already hot in Tamil Nadu. So, Coca-Cola India has decided to introduce its recently launched drink, Minute Maid Nimbu Fresh, to the consumers in the city. The company has hired 10 backlit human translites to roam around malls and multiplexes in locations including Coimbatore and Madurai to grab eyeballs and encourage sampling.

The outdoor campaign is conceptualised and executed by MOMS, the OOH (out of home) arm of Madison World. Leo Burnett is Minute Maid's creative agency.

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The medium of backlit human translites have been tried elsewhere but as a concept, it was new in South India. Dipankar Sanyal, chief operating officer, MOMS, says, "The brief was to carry out mixed formats and anything like this would instantly grab the attention of the people in a market such as Tamil Nadu - which was apt for a product launch."

Besides, life size PET bottles of the drink have been placed, along with replicas of sliced lemon, at various places in the state. The company is also organising road shows for extensive sampling of the product. It has also launched a TV commercial specifically for the Tamil Nadu market.

In fact, Coca-Cola India has a tradition of launching its brands through outdoor campaigns.

Minute Maid Nimbu Fresh was launched in Tamil Nadu for test marketing and soon, the company will go for a pan India launch. The brand will be available in two PET bottles of 400 ml and 1 litre, priced at Rs 15 and Rs 40 respectively.

According to company sources, Coke aims to take the new offering to 35,000 outlets in Tamil Nadu by March and 90,000 more across the country in a phased manner.

The history of Minute Maid brand goes as far back as 1945, when the Florida Foods Corporation launched the brand Minute Maid. Coca-Cola subsequently acquired the brand in 1960 and today, it is sold in 60 countries worldwide.

The size of the largely unorganised 'nimbu paani' market is 1 billion cases, which is double the size of the carbonated soft drink industry in India. According to industry sources, over the past one year, beverage brands have cut down on their outdoor spends drastically.

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