'Coolers' from Dabur; first new brand launch in 7 years

NEW DELHI: “This is what the consumer had been demanding for years, a drink that cools from within,” said Dabur Foods CEO Amit Burman today, while introducing the company’s first new brand offering in seven years.

The company launched ‘Coolers’, a fruit-based beverage, which presents traditional ‘cooling’ recipes in a ready-to-drink format. ‘Coolers’ has been launched in three variants - 'aam panna' (drink made of raw mango pulp), pomegranate (Anar) and watermelon - popular as fruits that are traditionally consumed in the summer season in India.

The new launch would also be backed by a media campaign estimated to cost Rs 50 million. With an investment of Rs120 million, the new brand is a result of over a year’s research into consumer needs on the one hand and development of processing capabilities and parameters on the other. It bears significance in marking the introduction of the popular fruit-based coolers category in the country.

“These are fruits known for their inherent cooling properties but never been processed earlier. Coolers is a demonstration of our understanding of consumer needs and our expertise in food processing,” Burman added.

Leveraging the company’s robust distribution network, Coolers is being made available across the four metros in Delhi (and surrounding areas), Mumbai, Kolkata and Chennai, mini-metros like Bangalore, Chandigarh, Hyderabad and Pune and small cities like Lucknow, Kanpur, Nagpur and Surat. The brand is offered in 1-litre packs, priced at Rs 50 and Rs 60 only for the pomegranate variant.

Dwelling on the marketing strategy for the new launch, company’s marketing head, Sanjay Sharma, said, “Our strategy for `coolers’ is to address the untapped need for cold beverages that protect from excessive effects of heat during summers.

The media spend on the advertising campaign for `coolers’ including print and the electronic media, is Rs.50 million. A 20-second TVC, created by FCB-Ulka, is an interesting interplay between a child and sun, playing hide and seek referred to as ‘Ice Pice’.

The new campaign communicates the brand’s core benefit - 'Coolers kare andar se thanda' (Coolers that cool from within) and will be aired from 7 June onwards on prime time slots of leading TV channels (both Hindi and vernacular) like Star Plus, Zee, Sony, Raj, ETV Kannada and Udaya, movie channels like Zee Cinema and special interest channels like Cartoon Network and Discovery Channel.

Dabur Foods is aiming at crossing the Rs 2000 million turnover mark by 2006. Today’s launch is also a part of a series of aggressive initiatives being undertaken by the company. “Similar initiatives aimed at end-to-end presence in fruit procurement, processing and launching value-added brands will enable us to become an integrated food services company within two years,” added Burman.

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