In addition to the current portfolio comprising Bisleri, Vedica and Urzza, Soho Square, Mumbai will now also be guiding the fortunes of Bisleri’s new soft drinks, Spyci – the twisted cola, Limonata and two fruit flavored drinks – Fonzo and Pinacolada.
Commenting on the new drinks, Mr. Ramesh Chauhan, Chairman, Bisleri International Pvt. Ltd. says, “The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch.”
From the original soft-drinks king of the country, this is a major come-back in the soft-drinks space.
On the partnership, Samrat Bedi, Head, Soho Square says, “This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication.”
Adds Mohit Ahuja, Senior Vice President, Soho Square, “It is quite challenging to be in a space which is dominated by two big and numerous small players. These new drinks will benefit highly from the testimonial role of Brand Bisleri, as well as the mother brand’s reach. These are two big pillars of comfort for an agency to go about the launch.”
Soho Square has been credited for the award-winning ‘Kiss to Drink’ campaign for the Bisleri 500 ml SKU and the launch campaign of premium drink Urzza.