Soho Square Mumbai has been entrusted with the creative duties of four more brands from Bisleri International. These are soft drink brands Spyci (billed as a 'twisted' cola), Limonata, and fruit flavored drinks Fonzo and Pinacolada.
The agency currently handles mother brand Bisleri (bottled water), besides Vedica (natural mountain water) and Urzza (energy drink) from the company stable.
Ramesh Chauhan, chairman, Bisleri International, said,"The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch."
For Bisleri International (then Parle Group), which created soft drink brands like Limca(1971) and ThumsUp (1978) before selling them to Coca-Cola, these launches mark a comeback into the soft drinks segment. Mango drink Maaza was also born in Parle (1974).
Samrat Bedi, head, Soho Square, said, "This launch has been radically different from an agency point of view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication."
Mohit Ahuja, SVP, Soho Square, added, "It is quite challenging to be in a space which is dominated by two big and numerous small players. These new drinks will benefit highly from the testimonial role of brand Bisleri, as well as the mother brand's reach. These are two big pillars of comfort for an agency to go about the launch."