CATCH BEVERAGES – MARKETING CAMPAIGN
With a presence of nearly two decades in India, Catch Beverages is today, a household name and synonymous with quality innovation. From water to soda, flavoured water to juice beverages and tonic water to ginger ale, Catch covers the entire spectrum of ready-to-drink beverages and professional mixers in India.
Catch Beverages approached us to help them create market awareness about their new fruit beverages. As a company this was the first time Catch would advertise their products and the campaign needed to be fresh and exciting.
It is essential to showcase a product from all points of view. A person wakes up in the morning and reads the newspaper looking at vibrant ads, unconsciously absorbing the product. While driving down a road a person often looks up from their phones to see lit up boards in their city at night. With an influx of the digital world it is important to give a constant reminder to our customers that they need our product even if they don’t know it yet.
Keeping this in mind we decided to meld the Catch signature juices with youthful, vibrant faces depicting the character of each fruit flavour. The faces have expressions that match the spirit of the fruit and the reaction it elicits upon eating that fruit. We planned equal emphasis on the face as well as on the product to make the campaign stand out and be noticed everywhere.
We chose young, happy and vibrant everyday people over professional models to make the campaign more relatable. Catch fruit beverages needed to come across as fun, youthful and vibrant brand; with the ability to bring a smile to anyone’s face.
FACES AS FLAVOURS
MANGO & FRESH LIME
GUAVA & ORANGE
STRAWBERRY & LYCHEE
APPLE & SWEET LIME
CAMPAIGN TAGLINE – : Jus’ Love
The tagline is a result of the sheer love that people have for Juices. So, we mixed it up a bit and came up with Jus’ Love. The hashtag was added to make it more relatable to today’s youth who are spending at least 6 to 8 hours a day on their phones, across various social platforms. This would also encourage them to share the visuals.
We’ve chosen to do close-up shots where the models have on bright and colourful makeup and are interacting with the fruits. These images have then been placed on colour-pop backgrounds retaining a sense of continuity with the colour of the beverage, which in this case is the hero. The Catch Blue is a constant in various places.
Creating print ads that make the product look like the hero while emphasising on a particular flavour and incorporating the faces has been the biggest challenge.
We went through multiple designs before arriving at these.
Seeing them in the papers on the front page across Delhi/NCR has been a rewarding experience for us.
We designed additional collateral for in-store display like danglers and wobblers to take the campaign design further.
Products like t-shirts and caps were also designed as an extension to the Brand Identity for distribution among sales persons and as marketing collateral.
T – SHIRTS
The buck doesn’t stop here, and our work is not over yet. Watch this space for more Catch!