Financial Daily from THE HINDU group of publications
Tuesday, Apr 18, 2006
Financial Daily from THE HINDU group of publications Tuesday, Apr 18, 2006 |
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Marketing
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Strategy 7UP now in `Curvy' bottle Our Bureau
New Delhi , April 17 Soft drink 7UP from the PepsiCo India stable has launched a new marketing campaign Curvy. The soft drink, which is available in new packaging, has actress Mallika Sherawat endorsing the product. Also promoting the new packaging is 7UP's mascot - FIDO DIDO. Ms Punita Lal, Executive Director, Marketing, Pepsi Foods Pvt Ltd, India, said: "We are pleased to present the new 7UP Curvy bottle which spells style, aesthetics and differentiation. A unique, packaging solution with stylish contours, 7UP Curvy is unlike anything we have seen so far in India. We are positive that the cool new 7UP Curvy bottle will help consumer connect with the youth in a better way". The new 600 ml PET packs are available at Rs 20 and will be rolled out in all key metros and select markets. The launch is being supplemented by outdoor marketing efforts such as live hoardings, radio, television and the Internet. The company has also launched a `Mallika' MMS campaign. The campaign is supported by a contest that promises 50 lucky winners to meet the actress.
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