MUMBAI – With the launch of Café Cuba last year, Parle Agro set the stage for a revolution in the Indian beverage market. This test launch gave India its first Carbonated Coffee Soft drink. Taking this revolution one step further, this summer, Parle Agro is all set for a national launch, accompanied with a pan-India marketing and brand communication campaign introducing ‘The Coffee Revolution’.
The campaign aims to maximize brand awareness, resulting in increased product trial. The communication is edgy, premium, bold and rebellious, targeted at the experimental mind-set of the progressive Indian youth. Spends to the tune of INR 50 crore have been invested across a strategic mix of media vehicles that appeal to the youth. Television will play the role of the lead medium for the campaign, followed by an aggressive focus on digital brand building. The campaign will be supported by print, outdoor and cinema ads. Each of the mediums will deliver the message of ‘The Coffee Revolution’ with the edginess of an underground movement.
To further induce product trial and aid sampling activities, Parle Agro has introduced a revolutionary new SKU in the form of 150 ml cans priced at INR 15, which will strongly benefit the brand.
Speaking on the strategy behind one of the biggest brand launches, Nadia Chauhan Kurup, JMD & CMO, Parle Agro Pvt Ltd., said, “We are on our way to create a revolution on many levels in the Indian beverage industry with not just a unique brand, but also with a differentiated marketing strategy. With our new campaign, we aim to connect with evolving youth of today.”
Café Cuba has undoubtedly emerged as one of the hottest new trends in the beverage market, as is reflected in its distribution which grew by 400% from just 10,000 outlets to a whopping 4.25 lakh outlets today. It has revolutionized the stagnant carbonated soft drinks category by letting Indian consumers enjoy the flavour of coffee in the form that they most love their beverages- chilled and fizzy. That’s why 2.8 million consumers have already tasted Café Cuba in its test phase alone, a figure that has surpassed the organization’s expectations.
Conceptualized by Creativeland Asia, the launch campaign will continue through the summer months and will include multiple activities that will familiarize the target consumers with ‘The Coffee Revolution’ and the unique, intriguing taste of Café Cuba.
Sajan RaJ Kurup, Founder and Chairman, Creativeland Asia, said, “This has been a revolution brewing in our offices for a while. Right from the name to the packaging to positioning to the communication this has been a passionate journey for Creativeland. And obviously we are excited to see it out. We can only be as brave, creative and consistent as our client partners allow us to be. Our sincere gratitude for faith they have placed in us.”
This integrated campaign would feature a fine showcase of work across multiple touch points. From a long format film to shorter ones. From sampling strategy to retail experiences. And of course Print, TV digital and Social.
Shot by renowned photographer and director Bharat Sikka in the back-streets of Cape Town, South Africa, The TVC depicts the original story of Cafe Cuba’s underground revolution. It features characters that are stylish and bold in a setting that is raw and electrifying, setting the tone and attitude for the brand.
Since the majority of the brand’s TG is present online, the digital medium will be leveraged to maximize TVC views and lead traffic onto the brand’s website. The brand website www.cafecuba.in is unique and revolutionary, just like the brand itself, and will also be a platform to retail brand merchandise. 10% of the overall marketing budgets have been earmarked for the same.
The revolution will extend further in alternate channels to increase visibility and boost awareness. Modern trade promos along with introduction of multipacks will be introduced in the month of May. HoReCa activations will also serve as an essential avenue for promoting Café Cuba as a mixer.
Through all these endeavours, Parle Agro hopes to double the brand’s distribution strength, and is set to make Café Cuba an INR 1000 crore brand within 12-14 months of this launch.
