Kopiko has launched a campaign to highlight its two-sided colour candy that gives consumers the taste of real coffee. Conceptualised by cutthecrap, it features the brand’s ambassadors Alia Bhatt and Dulquer Salmaan who showcase the brand’s new positioning of ‘coffee-licious’. The campaign consists of three films, of which one is currently on-air.
It features Bhatt and Salmaan seated at a restaurant table. Salmaan holds up a packet of Kopiko and asks Bhatt if she wants some coffee. After she nods in agreement, he turns the packet to find only one toffee fall out of it. Seeing this, Bhatt quickly grabs the last toffee and on seeing Salmaan upset, agrees to do a toss to decide who gets to eat it. When Salmaan wins the toss, Bhatt quickly puts the toffee in her mouth and they both laugh.
Achyut Kasireddy, managing director, Mayora India, said, “Kopiko has real coffee and milk which makes it so delicious that Kopiko fans have started calling it ‘coffee-licious’. Coffee-licious stands for life full of optimism, passion and staying on top of your game. Our consumers, mostly young adults, love hanging out with friends and Kopiko helps them live life to the fullest. Our choice of brand ambassadors, superstars Alia Bhatt and Dulquer Salmaan, also embodies the core of Coffee-licious Kopiko.”
Jagdish Acharya, founder-creative head, cutthecrap, said, “The thought behind the campaign is not to treat Kopiko as a candy but as a morsel of delicacy. The creative idea came from the product itself - the two colours of Kopiko. Coffee-licious sums up the new positioning.”
The films will be aired on TV, digital and via on-ground activation.
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