Slice builds on indulgence with Pure Pleasure Holidays

To strengthen its positioning as an “indulgent” drink, Slice – PepsiCo’s mango juice drink, has kick-started the festive season with a promotional campaign titled Slice Pure Pleasure Holidays, which gives consumers a chance to win an all-expense-paid holiday to various European destinations by looking under the label of Slice/Slice Mangola 500ml.

Said Homi Battiwalla, business head, juice and juice drinks, PepsiCo India, “In keeping with the brand’s positioning of mango indulgence, Slice Pure Pleasure Holidays give mango lovers a once- in-a-lifetime opportunity to win tickets to exotic cultural European capitals. Holidays are increasingly relevant to Indian consumers and tie-back into our brand value of indulgence. Since our re-launch in 2008, Slice has witnessed powerful consumer momentum and with our latest initiative we are confident of further strengthening our connect with our consumers.”

The promotion is being communicated through a 360-degree push. The TVC, featuring brand ambassador Katrina Kaif begins with Kaif walking towards a bathtub full of mangoes ready to relax, rejuvenate and indulge herself. The 'rasiya' soundtrack (used in the earlier Slice campaign) sets up the indulgent mood, as she steps into the tub and sips her Slice. The taste transports her into a different world and she emerges to find herself at a European holiday destination.

Hari Krishnan, executive business director, JWT adds, “Of all the indulgent pleasures that surround people, holidaying abroad is one of the most gratifying experiences that we decided to tap for a meaningful association with brand Slice. The Slice Pure Pleasure Holidays property will be a great platform for Slice to strengthen its position in the Indulgence space.”

The campaign has been directed by Vinod P Vijay and produced by Gary Grewal of Red Ice Productions.

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