In an interesting move, Pepsi has demoted its mango drinkable build Slice into a sub-brand of Tropicana. Slice which was launched inwards 1993 , came inwards to limelight amongst to a greater extent than or less skillful promotion campaigns. The notable is the Aamsutra drive featuring the build ambassador Katrina Kaif. Tropicana was launched inwards 2004 equally a salubrious juice brand.
What Pepsi has done amongst Slice is to migrate the build to Tropicana yesteryear launching Tropicana Slice . The showtime launch beingness the variant Tropicana Slice Alphonso. The novel production is beingness launched amongst the TVC featuring Katrina Kaif as well as Aditya Roy Kapur.
Watch the advertising hither : Tropicana Slice Alphonso
While Katrina Kaif stays to render continuity to the Slice build equity, the Aamsutra has been taken off. The focus of the variant nonetheless remains the " Taste + Indulgence " proposition.
In many aspects, Slice equally a build is dead because the individuality is lost. It straightaway has to follow the Tropicana's positioning. And it volition remain a minute fiddle to Tropicana till the Pepsi build managers larn farther confused.
I am non privy to the logic behind this build merger. According to ET, Slice has a minute lay inwards the mango drinkable segment trailing behind Maaza.
The payoff I run across behind merging Slice amongst Tropicana is that Slice volition larn the salubrious tag associated amongst Tropicana. While Tropicana build architecture volition live on confusing since it has a non-healthy sub-brand Slice attached to it. All the more, Tropicana likewise has a mango juice variant !
Frankly, I am piddling confused almost this deed yesteryear Pepsi, in all probability they volition lead maintain to a greater extent than or less logic behind this move. It tin live on a rationalization of their portfolio. More marketing focus on Tropicana rather than Slice.
However , equally a marketer, Slice volition live on missed.
