The New Tropicana Slice Alphonso Digital Launch Could Do Better With Mango Stories

Tropicana Slice has rolled out a new TVC featuring its brand ambassador Katrina Kaif for the launch of Alphonso Slice, here we look at the digital campaign that involves a riddle contest with the promise of a date with Katrina

slice king of mangoes

Summers always remind us of delicious mangoes. Often times it is the only respite for the hot summers in this tropical country. Come summer and mangoes are seen all over the place in supermarkets, in local markets or even at a seasonal dealer near you. Every seller wants to bank on mango season just as the brands that make mango flavoured drinks.

This year, Tropicana Slice, the mango drink brand from PepsiCo has launched a new variant for the most favourite type of mango – the alphonso, also called the ‘King of Mangoes’. And Slice has rolled out a new TVC featuring the brand’s long standing ambassador, actress Katrina Kaif and a new entrant to the Slice story, actor Aditya Roy Kapur. The ad, like all previous ones, portrays Katrina as a mango fanatic who is ready to steal her favourite mangoes.

The 40-second ad created by JWT is set in a Alphonso mango orchard. When Katrina plucks a mango, she is confronted by Aditya who points out to her that it is a private farm. To this she is seen distracting him with some success, while she quickly rushes off to a little shed nearby. Much to her surprise, the shed is filled with Tropicana Slice Alphonso bottles. She picks one up and escapes in her car, while waving happily to Aditya.

 

The campaign like all earlier Slice campaigns has a digital leg too, in addition to the TVC. However, it isn’t as extensive as the earlier ones. This time, the brand ran a 4-day #KingOfMangoes Treasure Hunt contest on social media with the grand prize of a date with Katrina.

Fans across Facebook and Twitter had to follow the brand’s social media pages respectively and answer six questions relating to the new TVC using the hashtag #KingOfMangoes. The clues to the questions were hidden in the brand’s Facebook timeline.

#KingOfMangoes could do better with storytelling

The brand has had some interesting digital campaigns in the past. In 2012, Slice rolled out an interactive campaign where fans could talk to Katrina, get her out of the bottle  or play the Katrina interactive game. Last year, the brand launched Slice SvayAAMvar to introduce three new mango flavours; the two-and-a-half month campaign involved fans in the journey of Katrina’s SvayAAMwar by helping her select the best mango of the three. Apparently, this time the budgets for digital have been slashed.

The digital launch only involves sharing the TVC on social media and a riddle contest that will help build its Facebook and Twitter follower base. Slice could add a slice of fun to the #KingOfMangoes campaign by weaving in some storytelling and bonding around the love for mangoes. It could trigger social buzz with the help of alphonso mango stories shared by mango lovers in the country. With Indians being diehard mango lovers, I’m sure every body would have a mango story to share.

A typical TVC followed by a riddle contest is so 2011, and for a brand like Slice with cool campaigns in the past, we have great expectations.