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Beverages : Brands
There are hundreds of Brands for products under the Beverages
Product Group and TV Ad Indx's website www.iBankLive.com hosts
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Press Advertising and News items for all these Brands .
Some of the Brands in the Foods Product Group are
listed below for Marketing Professionals from
Advertising Agencies, Media and Advertiser companies.
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Beverage advertising refers to the marketing of products ranging from water to alcoholic drinks. Mineral water, health drinks, canned juices, flavoured milk and cold drinks all are widely advertised in India. Alcoholic drinks have to take the help of surrogate advertising as advertising alcohol is not allowed in India.
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While advertising a beverage it should be kept in mind that the audience wants a reflection of themselves in the beverage. An advertisement for a beverage works only if it is able to convince the people either emotionally or with its functionality.
Health drinks like Horlicks, Bournvita, Complan and Boost feature kids. It is because of the belief that kids drink milk and need the special nutrition provided by these health drinks. They show kids excelling at sports, studies and various other activities to lure the parents as well as the kids.
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Adverts for canned juices usually feature slim and smart looking women. It is mainly to target the audience who are careful about their fitness. They also feature fresh fruits to add to the visual appeal of the adverts.
Advertisements for mineral water companies usually show a dry summer day in their adverts to focus the attention of the consumer towards the freshness and relief they provide.
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Cold drink companies are always at war with each other when it comes to advertising. The two cold drink giants, Coca Cola and Pepsi usually have celebrities endorsing their products. Drinking a cold drink is considered cool and happening as portrayed by the adverts. Sometimes cold drinks also feature a character like Fido Dido of 7Up that makes the audience take notice of the campaign even without a celebrity. The campaign for 7Up was working fine even when Mallika Sherawat was not the brand ambassador of 7Up. These days cold drinks usually feature confident youngsters who are shown breaking stereotypes and this is giving a new direction to the cold drink advertising in India.
Liquor is not allowed to be advertised in India and as a result surrogate advertising is used to advertise alcohol. Surrogate advertising refers to advertising where the product is not featured in the advertisement. In this type of advertisement the advert just helps in recalling the product even if it is not shown. An example is the Kingfisher adverts that feature different waiters singing the signature tune of the brand. In earlier times when alcohol was allowed to be advertised, the adverts usually featured men and celebrities. These days liquor companies get involved in sponsorship of events to promote the umbrella brand. Some other product that does not belong to the alcohol category is also advertised to keep the brand alive in the viewers' memory.
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Tea and coffee are considered drinks that refresh and help in getting rid of tiredness. The adverts usually show families enjoying a cuppa together.
In beverage advertisements the focus is on the product and trying to make it tempting to drink.
