The Hindu Business Line : Dabur gets Real with new campaign

Chennai April 27 To counter competition in the form of cheaper fruit-based drinks and establish its superiority over them, Dabur has launched a new advertising campaign for Real.

Real, which turned 10 this year, has been facing quite a few challenges. "It had to contemporarise itself, strengthen the health proposition, especially against low-priced brands, and ensure consumers understood it was a true fruit juice vis-à-vis other fruit-based drinks which weren't juices but perceived as such due to ambiguous labelling," Mr Sanjay Sharma, General Manager (Sales & Marketing), Dabur Foods, told Business Line.

Juice contents

Fruit juices are preparations in which fruit pulp should account for 85 per cent or more of the contents. Those containing 20-85 per cent pulp are classified as nectars, lesser than 20 per cent as fruit drinks and lesser than 10 per cent, fruit beverages. However, many market players tend to label themselves as fruit-based beverages, which are "ambiguous", said Mr Sharma.

The new campaign attempts to address concerns over why one should pay almost twice the price for Real as for a fruit drink, and whether packaged juices are good and nutritious. It also draws attention to how much children would enjoy its taste and hopes to induce mothers to buy it for them.

The TVC, set in a fort in Rajasthan, shows a child slurping as he finishes his Real juice, which prompts a visitor nearby to gift him his own pack of Real. This sets off the kid on a similar Real-gathering enterprise, ultimately collecting a bagful, and announcing `Want more, slurp more', the new tagline. The line is a progression from the previous `Tastes like eating a fruit.'

"The generic `slurp' has been converted into a tool for kids to ask for the brand while giving mothers fact-based support and a `value' justification with `five oranges per glass'," says Mr Sharma.

The total market for fruit-based beverages is estimated at Rs 1,600 crore, and is growing at 25 per cent. Real's share of this is 15 per cent. Of this, the juice market accounts for Rs 350-400 crore and Real's share in this segment is 57 per cent. In the Rs 1,200-crore fruit drinks market, Real is a recent entrant, having launched Twist a few months ago.

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