Malvika Mahal, New Delhi
At a time when temperatures are soaring high and people are getting more interested in fruit-flavoured drinks, fruit juices brand Fresca Juices has taken the OOH route to strongly position its offerings, in a way countering the competition posed by fizzy beverages in the Delhi NCR.
Fresca opted for some 25 strategically located media units, augmented by refreshingly bright creatives that communicate in both English and Hindi. The brand worked closely with Graphisads for the campaign rollout.
The brand this time decided to go all quirky and savvy on the unipoles and showcase Fresca in a fresh, exciting and playful manner. To achieve this, the brand designed this new Fresca campaign with bold graphics and vibrant colours, wherein the communication's focus is entirely on the visuals of the different flavours and packs that are depicted to be larger-than-life. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.
The brand worked closely with Graphisads for this campaign and indeed many of the sites selected for the campaign belong to the OOH firm. Overall, the campaign is up on a mix of formats such as unipoles and bus shelters.
When launching any campaign, it is important to have an appropriate media mix, and Fresca had shown perfectly how effectively and efficiently the colourful creatives can fix your summer mood just right. The sites selected were high traffic points & near consumption points namely arterial bus shelters and Unipoles.