Del Monte on Song !
Launches its first musical beverage campaign on TV
Asks “Can you describe what it tastes like?”
Being the latest entrant in the beverage market what makes Del Monte special is the fact that we have amazing tasting products which are distinct in themselves.
In a market where consumer tastes are moving steadily away from carbonated beverages towards healthier alternatives such as fruit drinks, this constitutes a big opportunity for the brand. The aim through the TVC is to leverage the unique taste and use the communication codes of “hip and cool” to communicate a simple brand truth: Taste. Like Never Before.
Another unique advantage with Del Monte fruit drinks is its packaging. Cans and PET are rapidly growing in the beverage market, as these are majorly used for on the go consumption.
Consumer Insight to the changing times
Fruit drinks serve the need for indulgence as well as refreshment. Audience today is well informed and aware, challenges existing norms and embraces ‘newness’. While fruit drink consumption cuts across age groups, younger consumers are more frequent consumers. The consumer insight was that young consumers found fruit drinks as “cool” as fizzy drinks were a few decades ago. This insight was a statement about changing times.
The Big Idea
The creative idea was that when we try something new and like it a lot, we may find it impossible to describe to ourselves and others what it tastes like. It could actually be a lot easier to say what it does not taste like! Our attempts to explain the taste may actually lead others to try it, in order to figure it out for themselves. The execution has been designed to be entertaining, pacy and fun rather than preachy and logical.
Prashant Mathur, General Manager & Delhi Head, (Contract) says, ‘The insight set the ball rolling and ensured that we maintained the cool quotient. We wanted to make a fun commercial and did not take the phrase “it tastes like” too literally when it came to communicating the brand message’.
Yogesh Bellani, Business Head, Del Monte Food Business, FieldFresh Foods Pvt. Ltd has this to say about the execution: ‘We had the option of following a story based approach but chose a montage format instead. Our objective was to arouse a curiosity and a happy feeling instead of simply imparting information about the brand and products. We’d like the consumer to connect with the TVC emotionally and be entertained by it. The simplicity of the message was amplified by the attractive characters, visuals and the foot-tapping Del Monte song’.
The song is the soul of the ad. It is peppy and catchy, reflecting energy and vibrancy with a host of adorable characters singing and dancing to the tune. The diverse characters and scenarios, make for fresh and lively visuals and their antics keep the audience engaged and arouses curiosity in the brand and the product.
The TVC has a very modern look and feel. It engages the viewer to join the party, sing-along and ultimately urges the viewer to try out Del Monte fruit drink to find out what it tastes like. The underlining message of the song sums up the communication on the beverage and the brand itself, “Taste. Like Never Before.” Being high on brand imagery as well as having a strong audio track, the ad lends itself to multiple uses across media like TV, internet, OOH and Radio etc.
The Del Monte song was composed by Mikey McCleary, acclaimed song-writer and music composer and the film was directed by Sabal Singh Shekhawat of The Big Picture Company.
Making of the TVC
The making of the Del Monte beverage TVC has been an exciting journey. We chose not to follow a standard story based commercial and instead made a clutter breaking music video which connects to the audience specially the youth.
The song is the soul of the TVC and thus maximum time was spent in creating the lyrics and a memorable melody. The lyrics are random verses inspired from circumstances or people we talk about in our daily lives. The fact that Del Monte fruit drinks don’t taste like these usual but special things makes them even more extraordinary.
While Contract Advertising conceptualized the song, the soul was integrated by the music director Mikey who knew exactly how to strike the right chord with the urban Indian youth.
Next step was to draft the situations relevant to our theme. We selected the characters which were relatable and from various walks of life like a chef, engineers at a construction site, college students, tattoo artist etc. While the situations and characters are stimulated by real life people, there was an element of edginess added. Each character nurtures a relationship with his/her drink. It’s very interesting to see their involvement with the Del Monte fruit drink in various situations. It’s an integral part of their lives and it’s almost like they are teasing the audience by comparing its taste to unlikely people and things.
The 12 situations were shot in a span of 3 days at various locations in Mumbai. This film is also shot with latest HD technology which enhances the visuals and gives better picture clarity without bulky equipments thus making it highly portable and convenient.
We ensured the montage has a high youth appeal and stylization of the every character was minutely worked upon to this cause. The result was a highly international looking film which is fun to watch. Del Monte Four Seasons in a can, is central to all the situations where are characters are singing the song and consuming the fruit drink.
Team
Production Team: The Big Picture Company
Director: Sabal Singh Shekhawat
Location: Mumbai
Advertising Agency: Contract Advertising
Creative: Nima Namchu – ECD
Sambit Misra & Aneesh Jaisinghani – Creative Director
Timothy Rufus – Copy
Client Servicing – Rajesh Kochhar – Sr. Vice President – Client Services
Ashuti Mathur – Supervisor
Planning team - Atishi Pradhan –Regional planning Director Delhi and South
Prachi Narula – Sr. Strategic planning director
For more information please log on to: http://www.fieldfreshfoods.in/ and www.worldfoody.com
For further information, please contact:
Ashok Nagaraj , email: ashok@hanmermsl.com, 9449834080
Radha Roy, email : radha.roy@rediffusionyr.com, 9871556566
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