Searle Pakistan (part of the IBL Group of Companies) recently launched the first-of-its-kind, ‘non-carbonated, caffeine free’ Vitamin Water in Pakistan. The brand was introduced as part of a Ramzan deal with Dunkin’ Donuts (also an IBL company) in mid-July; this was followed up with an ATL campaign on August 7, 2013.
The campaign features a non-traditional sport (parkour) as well as a relatively unknown Pakistani athlete (Vernin Uchong) running through the streets after gulping down some Vitamin Water – making it quite similar (as many social media commentators pointed out) to energy and soft drinks ads.
Aurora asked Searle Pakistan and Firebolt63 (Vitamin Water’s creative agency) to tell us more about the product and the campaign.
But first, here is a look at the TVC… Searle Vitamin Water
A word from the client – Aaqib Ahmed, CMO, IBL
On Searle Vitamin Water: “It is a nutrient enhanced water beverage, packed with the power of Vitamins A, C, B12 and E as well as Calcium and Zinc, available in five flavours: apple, peach, coconut, red berries and watermelon. Vitamin Water offers the benefit of strengthening your bone structure, immunity, digestion and vision, and provides you with complete inner strength while hydrating you with the natural goodness of drinking water.”
On why Searle decided to introduce such a product in Pakistan: “Due to increasing health awareness, the beverage industry globally has seen a rapid decline in the sales of carbonated beverages and an extreme growth within the enhanced water category; this prompted Searle to make this product available for Pakistani consumers as well.”
On the manufacturing of the product: “The product is being manufactured in Pakistan in the state-of-the-art Searle factory at SITE in Karachi. The ingredients however are mostly imported from Switzerland.”
On the target market: “Vitamin Water is essentially for anyone looking for a healthy lifestyle and seeking healthier alternatives. We’ve designed this product for people on-the-go; young individuals with an active, happening lifestyle who are seeking simple ways to stay healthy.”
On whether Vitamin Water is positioned as a healthier alternative to energy drinks: “Every day more and more people are realising the importance of good health and wellness and seeking products that make them feel better, physically and mentally. As a non-carbonated, caffeine free drink, Vitamin Water is a healthier alternative not just to ‘energy drinks’ but to the overall range of beverages available in Pakistan particularly carbonated soft drinks.”
On the availability of Vitamin Water: “We initially launched Searle Vitamin Water as part of a Ramazan Iftar deal with Dunkin’ Donuts. However in order to have the product readily available to our consumers, Searle Vitamin Water is available across the country in all the major supermarkets, grocery, general and medical stores etc.”
A word from the agency – Nasir Qureshi, Concept Writer, Firebolt63
On using Vernin Uchong in the campaign: “Vernin was chosen without an iota of doubt, all thanks to his exceptional parkour skills and exceptional attitude. We wanted to launch Vitamin Water with a cool new global sport, as we wanted to give the brand a hip and fresh feel; we were looking for a new face and person with brain busting skills and Vernin filled that gap quite nicely.”
On the similarities between the Vitamin Water and Mountain Dew ads: ”Vitamin Water is all about extraordinary hydration and what that does for you. Every other brand simply loves to get on the limitless energy band wagon with stunts and pointless adventures. Vitamin Water is not that, with Vitamin Water you’ll never find yourself stuck in traffic on your way to work because you would probably be walking, jogging or running there blind folded while doing you taxes. We translated all that in a simple race between two friends, one fueled by Vitamin Water, the other fueled by high octane in a 1600 cc turbo charged sports car; after winning our guy could have gone home and high fived himself, but he was far from celebrating, he wasn’t done, he wanted to race a fighter jet, we cut it short just when he was about to go, who knows how it would have ended, he had Vitamin Water fueling his ambitions, anything was possible; and that’s Vitamin Water. It just keeps you running.”
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