PepsiCo India launched a packaged nimbu paani offering – Nimbooz – under its 7Up brand to expand its non-carbonated drinks portfolio. Nimbooz is a non-carbonated lemon drink which contains no artificial flavors and contains real lemon juice.
Nimbooz is available in three packaging formats of 200ml returnable glass bottles, 350ml PET and 200ml Tetra priced at Rs 10, Rs 15 and Rs 10, respectively.
PepsiCo has drawn up an intensive consumer activation campaign to market Nimbooz. The 360 degree marketing communication plan has build awareness through multi-city launches and road shows, 3D activation, leveraging Out-of-Home (OOH) media, radio, press and outdoors, TV commercial that reflects Nimbooz’s ‘Ekdum Asli Indian’ proposition. A special ‘Nimbooz Highway Gadi’ has also been created that visit’s the four major highways connecting Delhi to Jaipur, Dehradun, Agra to drive trails and consumer education.
PepsiCo already has well established distribution network for its other brands so it becomes easier for them to cover the entire Indian market and place Nimbooz in retail outlets and restaurants.
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