The Coca-Cola Company has launched a new lemon variant of Minute Maid called ‘Pulpy Nimbu’ just in time for Ramazan. Aurora asked Coke why it decided to launch a new variant and Soho Square (Coke’s creative agency) how the communication for Pulpy Nimbu is different from Pulpy Orange.
But first the TVC…
A word from the client: Beenish Pervaiz, Group Brand Manager, Stills, Juices and Energy, The Coca-Cola Company
On why Coke has introduced a lemon variant: ”After the success of Minute Maid Pulpy Orange, we launched Pulpy Tropical last year, which was received very well by consumers. With both variants exceeding our initial sales expectations, we felt it is the right time to launch Pulpy Nimbu as it is an indigenous flavour offering a huge volume potential. Pakistan has a long summer season conducive to lemon drinks’ consumption and Pulpy Nimbu with its sweet and sour flavor helps us tap into this huge need for ‘refreshment’.”
On introducing a lemon variant a year after India: ”Our product is different from the Indian product, as Pulpy Nimbu contains pulp, unlike the Indian Minute Maid ‘Nimbu Fresh’. Consumers simply love the ‘pulpy’ proposition, which has become a key differentiating factor for our brand in the juices category.”
A word from the agency – Hira Mohibullah, Creative Manager, Soho Square
On the big idea creating a unique personality for Pulpy Nimbu: “The idea was to capture how it feels to have a mouthful of pulpy, zesty lemons to create a certain appetite for the fluctuating sweet and tangy flavor of Minute Maid Pulpy Nimbu. By highlighting the quirky nature of lemons, we have created a unique brand persona for Minute Maid Pulpy Nimbu, which is a little wacky, yet refreshing as opposed to the single-minded ‘pulpy refreshment’ approach we took for Minute Maid Pulpy Orange.”
Media used: Print, TV, Outdoor