Mango Slice: David vs Goliath

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Campaign Details

Advertiser: PepsiCo India
Agency: JWT
Brand: Mango Slice
Campaign duration: March 2010-November 2010
Country: India
Media budget (USD): $1m-$3m
Channels used: Cinema, in-store, out of home (all forms), packaging, public relations, radio (national), sales promotion, television (broadcast)


This paper is a story of the recovery of the mango drink brand Slice that had subsisted in the Indian market since 1993, but gone unnoticed. The renewal was based around Slice as a provider of sensual pleasure, with mango being irresistible. Sales volumes went up by 32% in the year to date from July 2010.