Chi Limited unveils ‘Chivita 100 percent or Nothing’ marketing campaign
CHI Limited, Nigeria’s market leader in juices and fruit drinks, has unveiled its new marketing communication campaign tagged ‘Chivita 100% or Nothing’ as part of efforts to reinforce its flagship’s brand proposition and strengthen the credential of the brand in the marketplace. The campaign which is being deployed through television, digital, out-of-home, consumer activation and point of sales initiatives demonstrates the brand’s commitment to quality and excellence.
For a fruit juice, renowned for it’s no added sugar, no preservatives and no colouring, the Chivita 100 percent or nothing campaign projects the brand Chivita 100 percent as the best quality fruit juice in the market as well as reiterates its partnership with Manchester United in an engaging way.
Already, the television commercial is generating buzz across the digital platform as visits to the Youtube page where the commercial has been uploaded has witnessed an upsurge in viewers. The commercial which is also airing on terrestrial as well as satellite television channels in Nigeria has also created visibility and positive talkability amongst consumers. Exciting times surely lie ahead as Chivita 100 percent rolls out its Consumer activation for the campaign.
Speaking on the marketing campaign, Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya said “This campaign highlights the association of Chivita 100 percent with purity, commitment and nothing but the best. This is the recipe for its premium quality, which leads to success, achievement and leadership”
“We do everything possible to ensure that Chivita 100 percent lives up to its brand promise of goodness and the best there is. This also explains our partnership with the world’s most valuable football club brand because for us it is the best or nothing” he added.
The Television commercial has already started running on major Television channels in Nigeria featuring top rated football stars like Robin Van Persie, Angel Di Maria, Antonio Valencia, Radamel Falcao, and Jonny Evans. The advert opens with a glistening pack shot of Chivita 100 percent fruit juice, condensation dripping down the carton. As the cap is opened, the camera zooms inside the pack into a world of juice, wherein superstars of football showcase there soccer skills with a “Juice Ball” on a football pitch filled with pure natural appetizing juice.
The commercial goes on to show these football mega stars doing amazing things inside the juice pack with the voice over saying “Chivita 100 percent Juice-made from real natural fruits, with no preservative and no added sugar.” This is followed by “The best always believes in 100 percent commitment, 100 percent quality, 100 percent achievement”, as we are treated with spectacular football skills from Angel Di Maria, Valnecia and finally a super goal by Van Persie.
Over the years, Chivita 100 percent has successfully dominated the moral high ground as the best pure & natural fruit juice in the mind of the Nigerian consumer, always aptly reinforced through its memorable and lovable communications. The brand comes in 6 variants; Real Orange, Real Apple, Real Pineapple, Red Grape, Orange Pineapple and Orange Mango and in 1 litre, 500ml and 250ml pack sizes.
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