Tupperware launches summer campaign

Conceptualized by IBD, the 360 degree campaign for Aquasafe bottles promises an all new experience with water.

Neha S | Delhi | March 23, 2011

A bottle is a bottle is a bottle. Or so you would have thought. But then that's exactly the perception that IBD, the Integrated Brand Development division of Percept-Hakuhodo, wants to change for Tupperware. Tupperware that wants to make bottles a part of the modern day lifestyle is all set to break its first integrated 360 degree campaign for the year led by its range of Aquasafe bottles.

Speaking on the campaign, Anshu Bagai, Marketing Director, Tupperware India says, “We've always had this practice of 'self-recycling' beverage bottles. We use it for storing water, juice and all other edible items.” “There are some consumers who buy tumblers that are made of low quality plastics that can have a negative impact on one's health in the long run. Our effort is to introduce consumers to a healthier water storage medium, without being preachy about it. Tupperware Aquasafe bottles and the range is our way of giving the consumers the option of opting for a healthier, safer and more hygienic mode of carrying, storing and serving water. And the best way to go about it was to glorify water,” he further adds.

Explaining the big idea behind the campaign, Jai Singh, Senior Creative Director, IBD said, “The task was to amalgamate the tangible features of the bottles with the intangible long term benefits derived from it. And it gets a bit tricky when you do it with something as nominal yet pivotal like water.  The only way we could re-iterate the importance of water in our lives is by showcasing the romance hidden behind something we usually take for granted in our lives.”

H2Ooooh takes water out of the realms of a need based thirst drink to a delightful expression. It captures the pristine feeling of contentment one associates with water. On the other hand, the radio campaign, which is currently on air, is built on the premise of how the sound of water, or as the jingle reads 'Sur Paani Ka' plays an erstwhile unnoticed role in our lives - how it soothes our souls deeply besides inspiring many a word from the poet's pen.

Jyotsna Chauhan, COO – IBD India furthers says, “Tupperware as a brand is smart, suave, sophisticated and this year the endeavor will be to take it from the kitchen on to the lifestyle bandwagon. This thought has been kept in mind while designing the communication as well as the touch points. While print was always there, we decided to explore new and innovative avenues of communication via TV, which perfectly complements the refreshing feeling that one gets from the splash of a water. In fact TV as a medium has been used quite cleverly with innovations like 'L-band', Aston bands and stings.”

Neha@BestMediaInfo.com

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