Del Monte fruit juices ride in style

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | June 17, 2010
Del Monte tries to bring alive the style quotient by launching an on ground activation to promote its fruit drinks amongst the youth in seven cities

To bring alive the stylish quotient in its products, FieldFresh Foods, the joint venture between Bharti Enterprises and Del Monte Pacific, has launched Del Monte Legend Brigade, an on ground initiative with two handcrafted bikes. The activation is aimed at popularising the entire range of Del Monte fruit drinks and communicating that fruit drinks are a healthier alternative to carbonated drinks.

& #BANNER1 & #Del Monte Legend Brigade targets youth in the age group of 16-25 years, who are the primary consumers of the brand. The campaign is expected to run for two months across seven cities.

Speaking on the initiative, Yogesh Bellani, business head, Del Monte foods business, FieldFresh Foods, says, "In terms of new age beverage choices, the youth today are choosing healthier and tastier alternatives in the form of Del Monte fruit drinks."

The brigade, which consists of two girls and boys on handcrafted bikes, will stop at youth hangouts such as Barista cafes and Coffee Day Xpress outlets in colleges, BPOs, malls and shopping districts. The youth present on the spot will witness the bikes and stand a chance to win instant prizes.

The activation is being promoted through radio partner Radio City, which will specify the date and time of each stopover. The youth will be invited to be 'at the right place at the right time' to witness the biking spectacle and pose for pictures on a bike - with their favourite Del Monte fruit drink available at all these venues.

Participants can then post their pictures on a specially created microsite at and invite online friends to vote for the coolest picture. The person who gets the maximum number of votes wins the grand prize - a custom made handcrafted bike.

The route plan has been drawn to maximise eyeballs for the brigade in the cities, especially amongst the young TG (target group). FieldFresh Foods expects hundreds of thousands of youth to be engaged both on ground and offline through this initiative.

The company has also introduced a biker game on its website, Gamers may continuously improve their scores and win attractive prizes at every stage. By converting their gaming points, they may even get a chance to win the grand prize, the Del Monte Legend Brigade customised bike. The online activity for the company is being managed by iContract.

The insight behind the campaign came from Del Monte fruit drinks' stylish packaging, which the youth associate with.

"The drink comes in 202 cans and is primarily aimed at out of home consumption occasions - it is also mainly consumed by the youth. Amongst the youth, choice of beverage is also a part of their style statement. The Del Monte Legend Brigade campaign revolves around a stylish bike that one can win," reasons Bellani.

The on ground activity, which is being carried out by Live Events, commenced in Mumbai and will move to Pune, followed by Delhi, Chandigarh, Bengaluru, Chennai and finally, Kolkata.

Del Monte fruit drinks are priced at Rs 25 for 240 ml. It is available in variants such as Pineapple, Four Seasons, Pineapple-Orange and the recently launched Green Apple and Orange flavours.