HUL's Kissan Squeezo gets creative at CCD outlets

By Surina Sayal , afaqs!, Mumbai | In OOH News | June 14, 2011
An out-of-the-box display unit created for the Squeezo brand of ketchup from Kissan, placed in 210 Café Coffee Day outlets, has grabbed the attention of café goers.

Nothing works up the appetite more than the aroma of food or its tempting images. Visualise lip-smacking ketchup oozing out of a bottle and dripping over a scrumptious-looking burger. Well, you don't need to imagine it anymore. Hindustan Unilever's (HUL) ketchup brand Kissan Squeezo, in a unique tie-up with the coffee chain Cafe Coffee Day (CCD), has actually rolled out such a creative display stand at the CCD outlets.

Two hundred and ten CCD outlets, across five metros, will sport the snazzy-looking Squeezo-Burger and Squeezo-Sandwich display units that look like an inverted bottle squeezing out ketchup over a burger or a sandwich.

The display unit has a wooden base with hand-painted fibre-moulded body, and an MS stand (type of steel) in bright red, which holds the Squeezo bottle upright and at the same time, gives the effect of ketchup being squeezed out of the bottle!

The eye-catching display unit has been conceptualised and rolled out by the brand's creative agency Lowe.

Discussing the innovative unit, Arun Iyer, national creative director, Lowe India, tells afaqs! that the brief was simple. "According to the tie-up, the Squeezo bottle had to be placed on every table of CCD. We integrated the Squeezo bottle with the food that it is consumed with. The innovation is an inverted pack, the way it is to be used -- squeezed and inverted on top of a burger."

Iyer adds that Squeezo is an innovative pack design and the true benefit is demonstrated only when the consumer interacts with the pack. And, the idea to place it everywhere in OOH channels was to demonstrate the convenience and ease of using Squeezo.

Therefore, tent cards and Squeezo bottles have been placed on all tables within the outlets, and two display units -- one with a ketchup bottle oozing ketchup over a burger, and another over a sandwich -- have been placed at the cross-over table (the main food counter and cash register area) that can't be missed.

The fairly new Squeezo brand from Kissan, launched last year, targets women and mothers with kids between ages 4-14. With this sort of unconventional communication, the brand aims at capturing a larger share of the ketchup market in India.

The market is currently estimated at Rs 560 crore, and comprises major players like Kissan, Maggi and Heinz, with a host of other local brands. Squeezo makes up approximately 1.5 per cent of Kissan's total ketchup share of Rs 135 crore, in the Indian foods market.

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