PepsiCo Slice becomes the thickest mango drink in India

SliceItnaThickKaise campaign engages with the audiences in a fun and quirky manner

The claim based on the independent research conducted by Nielsen from June - July 2019

Making this summer season sweeter, PepsiCo brings the taste of irresistible mangoes in a new avatar with the launch of the fresh reformulated Slice, making it India’s thickest mango drink. Independent research conducted by Nielsen substantiates this claim. A fun new TVC campaign, ‘Naya Slice Itna Thick Kaise’, featuring actor and brand ambassador Katrina Kaif has also been unveiled.

The new TVC breaks away from the stereotype Slice advertisement and intends to engage with consumers about the product in a new avatar, focusing on the joy of indulgence and romances the product. The film opens with Katrina relishing the thick, delicious, and juicy new Slice. Cut to the next scene, she asks for possible reasons for new Slice being so thick. The film progresses with three different characters sharing their quirky and amusing reasons. Katrina ultimately invokes and engages with consumers by asking them, ‘Slice Itna Thick Kaise’ and finally urging them to try the New Slice.

Speaking on occasion, Vineet Sharma, director – Juices, PepsiCo India said, “Mango based beverage category continues to grow in India with mango fans savoring beverages that offer a taste which is closest to a real mango experience. At PepsiCo, we listen to our consumers and remain focused on evolving our offerings to meet the ever-changing consumer needs. Thus, we have launched the new Slice, which is the thickest and tastiest Mango drink in India. Furthermore, we have launched an exciting new brand campaign featuring Katrina Kaif that will further deepen the brand’s connect, increase awareness, and drive trials for the new Slice in the country. We hope everyone will enjoy both the new Slice and our campaign.”

The new Slice will be available from March 2020 across the retail outlets in the country. The new Slice campaign would also be amplified across TV, digital, outdoor, and social media.


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