Indiantelevision.com Team

(3 April 2008 8:00 pm)

NEW DELHI: PepsiCo India has announced the relaunch of its mango drink Slice as it plans to take away market share in the fruit drink segment from competitors Frooti and Maaza.

Slice has changed its logo and adopted a new tagline. The reformulated drink with a tagline 'Absolutely Mangolicious' has roped in Katrina Kaif as the brand ambassador. This is the first time a celebrity is endorsing a brand in the juice category in India.

"With the range of products available in the market, consumers are very flirtatious. Even with the market share we currently hold, we felt the need to re-evaluate our product," said PepsiCo India executive marketing director Punita Lal.

The first commercial of Slice's new campaign featuring Katrina will be on air in the second week of April.

Meanwhile the company said it is still undecided whether to continue with Sachin Tendulkar as the brand ambassador of Pepsi as the cricket star's contract expires next month.

PepsiCo India is currently focussing on young as it has roped in younger cricketers like Ishant Sharma and Rohit Sharma. Besides it has also launched its new TV commercial 'Youngistaan' with Shah Rukh Khan and youngsters like Ranbir Kapoor and Deepika Padukone.

"Cola attracts youth with what it stands for. Our motive, as a company, is to offer choices to consumers. For us, it is better to have our consumers drink other packaged drinks, from other companies even, than not drink packaged drinks at all," said Lal.