Prolyte Energy: Energy to Keep You Going Longer

Manisha Sain, Ramanathan Venkataramani, Bushra Halim

Prolyte, an energy drink brand, launched a campaign in India to bullseye target definition, improve the Per Dealer Offtake, establish the differentiated positioning for Prolyte and drive aspiration for the brand.

Campaign details

Brand: Prolyte Brand owner: Cipla Entrant company: The WombIdea creation: The Womb Mumbai Market: India Sector: Energy drinks Media channels: Point-of-purchase, In-store, Internet - general, Budget: 500k - 1 million

Executive summary

Prolyte, a new energy drink from Cipla was attempting to gain a foothold in the beverage segment. We zeroed in on working professionals picking up tea and coffee to push through longer, as the target group to go after. What we realised was that Prolyte Energy due to its composition...

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