Cafe Cuba takes colas head on; beckons youth to join 'The Revolution'

Parle Agro has launched a high energy campaign targeting youth for its carbonated coffee soft drink brand Cafe Cuba, led by an interactive website CafeCuba.in.

The theme at play is a 'revolution' born of coffee beans.

The site leads visitors to a film of over two minutes (above). The integrated campaign has been conceptualised by Creativeland Asia.

An agency statement said that the campaign aims to maximise brand awareness, resulting in increased product trial. Backed by an investment of Rs 50 crore, television will be used as the lead medium while digital will play a major role, supported by print, outdoor and cinema. Digital will account for 10 per cent of spends (Rs 5 crore).

Nadia Chauhan Kurup, JMD and CMO, Parle Agro, said, “We are on our way to create a revolution on many levels in the Indian beverage industry with not just a unique brand, but also with a differentiated marketing strategy. With our new campaign, we aim to connect with evolving youth of today.”

Sajan Raj Kurup, founder and chairman, Creativeland Asia, added, “This has been a revolution brewing in our offices for a while. Right from the name to the packaging to positioning to the communication this has been a passionate journey for Creativeland. And obviously we are excited to see it out. We can only be as brave, creative and consistent as our client partners allow us to be. Our sincere gratitude for faith they have placed in us.”

The brand has increased distribution reach and claims to be present in 4.25 lakh outlets currently, up from 10,000 at the time of launch (September 2013). Parle Agro hopes to double the distribution, to achieve its target of making Café Cuba a Rs 1000 crore brand 'within 12 to 14 months of this launch', the statement added.

It has also introduced a new SKU priced at Rs 15 (for 150 ml) to drive sampling, in addition to the 250 ml can for Rs 20 it launched with. Modern trade promotions are expected in May. The company will also woo the hotels, restaurants and canteens (HoReCa) segment with  activations, to promote Café Cuba as a 'mixer'.

Also read: Parle Agro re-enters carbonated drink category with Café Cuba; earmarks 50 cr marketing budget

Campaign credits

Client: Parle Agro
Creative agency: Creativeland Asia
Creative chairman: Sajan Raj Kurup
Executive creative director: Anu Joseph
Design director: Rruta Naik
Creative director: Sanket Avlani
Copy writer: Sajan Raj Kurup
Art director: Sanket Avlani
Operations team: Jay Gala, Sejal Shrotri, Hitesh Ramrakhyani
Creative team: Girish Narayandass, Radhika Suthankar, Sanuree Gomes, Manaswi Mohata, Divyanshu Bhadoria, Pranav Nayak, Mithun Rajam
Tech team: Satya Shetty, Ankur Rander, Ritesh Rao

Production house: Ransom Films
Director (film): Bharat Sikka
Producer: Salil Khurana