Beverage manufacturer, Del Monte has released a new advertising campaign.
The TVC, created by Contract Advertising, is in the form of a catchy song. It shows people from different genres trying to explain the taste of the drink. Newsreaders, rally drivers, a pianist, a chef and a businessman amongst others try explaining the taste unsuccessfully. The film ends with a shot of a bottle of Del Monte and a voiceover that says, “Taste like never before”.
Watch the TVC (story continues below)
Commenting on the campaign, Prashant Mathur, general manager and Delhi head, Contract advertising, said, “The insight set the ball rolling and ensured that we maintained the cool quotient. We wanted to make a fun commercial and did not take the phrase “it tastes like” too literally when it came to communicating the brand message.”
Yogesh Bellani, business head, Del Monte Food Business, FieldFresh Foods, added, “We had the option of following a story based approach but chose a montage format instead. Our objective was to arouse a curiosity and a happy feeling instead of simply imparting information about the brand and products. We’d like the consumer to connect with the TVC emotionally and be entertained by it. The simplicity of the message was amplified by the attractive characters, visuals and the foot-tapping Del Monte song.”
With this TVC, Del Monte hopes that they will be able to engage viewers to sing along and ultimately join in on the fun to try out the fruit drink. The brand will be using adaptations of the TVC across other media like the Internet, OOH and Radio amongst others.
The Del Monte song was composed by Mikey McCleary, a song-writer and music composer and the film was directed by Sabal Singh Shekhawat of The Big Picture Company.
Client: The Del Monte Team
Agency: Contract Advertising
Executive creative director: Nima Namchu
Creative director: Sambit Misra, Aneesh Jaisinghani and Timothy Rufus (Copy)
Client Servicing: Rajesh Kochhar, senior vice president and Ashuti Mathu, supervisor
Regional planning director Delhi and South: Atishi Pradhan
Senior strategic planning director: Prachi Narula
The Production Team: The Big Picture Company
The Del Monte Team
Business head: Yogesh Bellani
Head marketing: Sudipta Sen Gupta
Senior Manager Marketing : Devarshy R Ganguly
Senior Brand Executive: Garima Patni
Director: Sabal Singh Shekhawat