ITC's frontal attack on rival brands Real and Tropicana
In a bid to position its juice brand B Natural as the healthiest choice out there, ITC has taken to some classic ambush marketing. Rival brands mentioned in the advertising copy (see image) are PepsiCo’s Tropicana and Dabur’s Real. The team has also started a hashtag #SayNoToConcentrate to promote the product.
Of course there is drama unfolding on Twitter! The brands mentioned in ITC’s advert are not taking this lying down. Tropicana has responded with a hashtag of its own #ConcentrateOnTheFacts in a move to “drive focus to the true facts and to make consumers aware that there is no significant nutritional difference between ‘from concentrate’ and ‘not from concentrate’ fruit beverages” as stated by Tropicana’s communications team in a press note.
About the matter, Deepika Warrier, vice president - nutrition, PepsiCo India, says, “In response to ITC’s B Natural media campaign, we took legal action against ITC in the Delhi High Court. We are pleased to note that the Hon’ble High Court today directed ITC to suspend the advertising campaign, and remove all references to the Tropicana brand as well as #SayNoToConcentrate, as it is derogatory to the category of concentrate juices. ITC has been asked to take steps for removal of their campaign from all hoardings, electronic media and print media.”
Do not let fruit concentrate squeeze out the natural nutrients like Vitamin C from your packaged fruit juices! We are here to make Indian juices free from Concentrate. Join us on this #WorldHealthDay for this change & #SayNoToConcentratepic.twitter.com/NcS8Hm9Sng
. @IndiaTropicana We have not yet received your confirmation that you've received our invitation to join our #SayNoToConcentrate campaign. But we hope to see you there on 9th April.
. @Realjuices@RealActiv Thanks for confirming that you've received our invitation! We hope that you will join us on 9th April for our #SayNoToConcentrate campaign
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