Godrej Hershey’s fruit drink brand created a 30 feet high fountain at Fun City, Panchkula
BestMediaInfo Bureau | Delhi | February 16, 2012
Jumpin, the mango drink from the house of Godrej Hershey’s entered the coveted Limca Book of Records with a majestic 30 feet Jumpin fountain. This spectacular Jumpin fountain was unveiled amongst much fan fare at Fun City, near Chandigarh. Endowing with a delightful musical fountain, Jumpin created a buzz for its brand as it reached the 30 feet height and achieved the coveted title of the tallest mango fruit drink fountain.
Jumpin is one of the foremost players in the fruit drink market and an important brand in the GHL portfolio. Godrej Hershey’s Jumpin plans to capitalise on the expanding and fast growing fruit drink market, to ride on the varying trends of the beverage industry. The drink has been enhanced with delicious Alphonso mangoes thereby stimulating the taste buds further. While most of the brands in the fruit drink segment talk about the goodness of mango targeting adults, GHL has positioned ‘Jumpin’ as a lip smacking mango drink that acts as a catalyst for fun & masti amongst kids. Entering the Limca book of records and various other innovative activations planned for the brand will help Jumpin create a stronger bond with its consumers.
Mahesh Kanchan, VP and Marketing Head of Godrej Hershey Ltd. says, “By creating this world record of the biggest mango fountain, Jumpin wants to announce that it has been restaged, by adding the most expensive and tastiest mango – ‘alphonso’, in its formulation. It has also added excitement by getting the favourite cartoon characters, Tom and Jerry on its tetrapak pack in 9 different pack designs. Jumpin tetrapak also comes with exciting Tom and Jerry merchandise on purchase of 2 packs. Jumpin has been positioned as a mango drink that lets consumers have ‘bade kaam ki masti’- (useful masti). The tallest mango fountain signifies that one can have full on masti with Jumpin“
Godrej Hershey’s Jumpin is available in trendy Tetrapak units of 200 ml, while the PET bottle is available in easy to carry sizes of 500 ml and 1 litre. Jumpin being one of the most appreciated kids beverage has revamped its presence in the market with its association with adorable characters Tom & Jerry. The energetic duo will be a part of the new Jumpin tetra pack and TV commercial. Attractive merchandise such as Tom & Jerry erasers and pencils will be given away on the purchase of two Jumpin packs.
Godrej Hershey’s beverage portfolio consists of Jumpin (Fruit Drinks), Xs (Juices and Nectars) and Sofit (Soya Milk). Sofit is the market leader in the niche but fast growing soyamilk market. The Hershey Chocolate syrup was added to the beverages portfolio in 2008. The beverages factory is located in Mandideep (Madhya Pradesh), and is one of the largest tetra pack units in India.