Del Monte goes musical for its first beverage campaign
NEW DELHI: Del Monte, the latest entrant in the field of fruit drinks is tempting the young consumer through a new television commercial with a foot-tapping song. The Del Monte song is composed by song-writer and music composer Mikey McCleary.
According to Del Monte sources, the song is the soul of the ad with peppy and catchy tunes, reflecting energy and vibrancy with a group of adorable characters singing and dancing to the tune. The diverse characters, scenarios and their antics will keep the audience engaged and arouse curiosity in the brand and the product. The ad-film is directed by Sabal Singh Shekhawat of The Big Picture Company.
The TVC has a very modern look and feel which engages the viewer to try out Del Monte fruit drink and find out what it tastes like. The underlining message of the song sums up the communication on the beverage and the brand itself, �Taste. Like Never Before', states the release. The ad is high on brand imagery with a audio track that lends itself to multiple uses across medium like television, Internet, Out-of-Home publicity and radio etc
Ad Agency, Contract general managerand delhi head Prashant Mathur said, We wanted to make a fun commercial, hence, we ensure that we maintained the cool quotient and did not take the phrase �it tastes like' too literally, when it came to communicating the brand message'.
Field Fresh Foods Pvt. Ltd, Del Monte Food Business, business head Yogesh Bellani said We chose a montage format instead of a story based approach, as our objective was to arouse a curiosity and a happy feeling about the brand and products. We'd like the consumer to connect with the TVC emotionally and be entertained by it....
