Problem- According to a Neilson market research study, Dabur’s Real leads the packaged juices market with a share of 54%, followed by PepsiCo’s Tropicana at 33%, Paper Boat at 1.5% and Del Monte only at 0.6%. Del Monte India, although having a wide range of unique flavours was still lagging way behind the competition because of a lack of brand awareness among the youngsters as well as a general tendency of the consumers to go for more popular flavours, like mango, orange, pineapple etc.

Task- Del Monte was looking to increase its market share and to build a strong TOM recall by making a bold statement to connect with today’s youth.

Insight- Most of us in the society have a fear to tread the uncharted territory and incline to settle for the tried and tested. This herd mentality keeps us from exploring new avenues and as a result, we miss out on life’s many unique experiences. Although Del Monte has a competitive edge with a range of unique flavours, our consumers are still flocking to the popular flavours like mango, orange etc.

Idea- Drawing a parallel between these two gave birth to the #DontBeASucker campaign where we urge our audience not to fall prey to the herd mentality. We illustrated a series of familiar situations where we’ve often been taken for a ride because of this inherent fault in our behavior. Alongside, the campaign also encourages the audience to explore the unknown by subtly plugging in our unique variants.