Canned juice maker Del Monte recently launched its new digital video campaign #DontbeaSucker featuring rapper Baba Sehgal. The aim was to draw the attention of people towards Del Monte's juices which are available in cans, not tetra packs, and which are a safe and a healthy option. The agency behind the campaign was Wunderman International.
The campaign, through rap, takes a cheeky dig at its contenders while it spreads the message of being a brand with a difference. Del Monte has created a stir by choosing to be different, and has also taken a subtle dig at all the "suckers" (The new Frooti campaign?).
When asked about the reason behind choosing (Baba) Sehgal for the campaign, Anand says, "Sehgal has been our first choice right from the start. He is someone who has charted his own path in the music industry (not followed the herd) and stuck to what he believes works for him. In that sense, he is a perfect fit to convey the #Dontbeasucker message".
He further adds, "Sehgal is the king of sarcasm and has an amazing fan following on Twitter. So, we were fully confident and convinced about him. He, too, was kicked about the concept and agreed to take it ahead. The Del Monte #Dontbeasucker video has come out really well and all credit goes to him. A lot of people are watching it with curiosity only to spread a positive word-of-mouth."
We asked Rajiv Dingra, founder and chief executive officer, WATConsult, a digital arm of Dentsu Aegis Network, about the execution of the campaign.
So is rap the best way to target youth?
Dingra says, "Rap songs are a great way to reach out to a young audience and also a great way to create a music piece that the brand can own. I definitely do see this trend catching up though I feel few brands will be able to make a hit out of the park with this. It's never easy to create a great song that also fits the brand."
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