Minute Maid goes down memory lane; talks about first love

Coca-Cola India, in its new campaign, captures the idea of nostalgia in a bottle by talking about 'First Love'. Through the campaign, the company once again reinforces its positioning, 'Bilkul Ghar Jaisa'.

With summer inching closer every day, Coca-Cola India has launched a new campaign for its lemon juice brand Minute Maid Nimbu Fresh. While the campaign reinforces the positioning of Minute Maid Nimbu Fresh as 'Bilkul Ghar Jaisa' (just like home) drink, this time, the company has captured the idea of nostalgia in a bottle by talking about first love through the tagline 'Khatti Meethi Yaadon Ka Ras'.

Conceptualised by Leo Burnett, the television commercial titled First Love, showcases how the protagonist goes down memory lane to reminisce the days of his childhood love - his first love -thanks to a bottle of lemonade, a drink preferred most in summer, through the ages.

An extension of its positioning, Bilkul Ghar Jaisa, the agency arrived at the idea by taking a cue from the fact that everyone has a favourite childhood memory and there are times when one revisits that period, either with friends, or at times, alone, after a drink. This time, the drink happens to be a bottle of lemonade.

Andriy Avramenko, vice-president, juice business, Coca-Cola India, says, "Minute Maid Nimbu Fresh is a refreshing lemon juice-based drink developed especially for Indian consumers. Our 'First Love' campaign centres on the core proposition of Minute Maid Nimbu Fresh being the next best alternative to home-made lemonade. It shows how a sip of Minute Maid Nimbu Fresh triggers nostalgia and evokes all the sweet-and-sour memories of life that one has experienced while growing up."

KV Sridhar (Pops), national creative director, Leo Burnett, says, "We're taking the 'Bilkul Ghar Jaisa' positioning a step forward. I'm sure everyone has a bunch of favourite 'summer' memories when they are growing up. Usually, a cold glass of home-made nimbu paani refreshes you after your various pranks, adventures and games. Taking a cue from that, this time, the story is about childhood sweethearts and their sweet-and-sour journey to buy some lemons to make nimbu paani together.

"That memory is rekindled in the mind of the protagonist the minute he takes a sip of Minute Maid Nimbu Fresh; he conveys that to his childhood sweetheart - now, his wife.

Minute Maid Nimbu Fresh is about a nostalgic nimbu-paani moment in a bottle."

A Fresh Take

In India, nimbu paani or lemonade is the drink most liked or desired during summer. The idea of connecting the drink with nostalgia seems to have clicked with industry professionals. However, the execution has raised certain doubts.

Charles Victor, national creative director, Law & Kenneth, says that this is not a great television commercial, but a good one, which has the potential to be a great one; but, it's a refreshing change. "I like endearing stories. I like childhood romances and the little things about them that get carried into the future. So, I'd be lying if I said I didn't like this ad. I think the concept of childhood love is varied and wonderful enough to be associated with just about everything. I don't really have a problem associating it with a drink. In fact, it's nice to associate with nimbu pani because that's something we all connect with our childhood, as well," says Kenneth.

Victor further adds, "However, there's something about this commercial that doesn't come together to make it a great one. While the track is nice, the execution didn't leave me smiling as broadly as it should have. Did the boy styling his hair have anything to do with his constant untying of the girl's hair? How did that help? Did they have to go and pick lemons as kids? Weren't there far more endearing moments from that childhood romance that could have been used instead?" Victor wants to know.

Lubna Khan, associate vice-president and strategic planning director, JWT, believes that it's a great insight. She says, "We've all experienced it - the taste of a familiar dish or a drink brings back memories, creating a sensation bridge between the person we were and who we are now. Sense memory and its links to childhood, where we first experience a great number of new tastes and smells, are well established scientifically. It has been used to great effect in film and literature - for example, the pivotal moment in the film Ratatouille, when the infamous food critic tastes the dish served to him and is flooded with memories of another time."

Khan further says, "The juice of life is truly filled with sweet-and-sour memories - and is used to create a warm, heart-tugging film which stands out in the frequently raucous advertising in the beverages category."