Mango Slice: David vs Goliath

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); and lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

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)

EXECUTIVE SUMMARY

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.

MARKET BACKGROUND AND BUSINESS OBJECTIVES