Why Slice replaced Katrina Kaif with Kiara Advani as brand ambassador after more than 16 years

For several years now, Slice - the mango-flavoured soft drink from PepsiCo India - has been synonymous with the presence of actor Katrina Kaif, who was roped in as its brand ambassador in 2008.

It is also to be noted that, in the past more than one-and-a-half decade many of the popular brand campaigns of PepsiCo’s Slice - including ‘Aamsutra: Pure Mango Pleasure’, ‘Ab ras barsega’, ‘Slice Swayamvar’, ‘Iske aage sab pheeka pad jaaye’, ‘Sabse Thick, Sabse Tasty’, etc. have all featured Kaif in a hedonistic avatar trying to showcase an endearing mango-licious experience.

But taking a new turn in its journey, Slice has announced the onboarding of a new brand ambassador, which is actor Kiara Advani. What is also to be noted here is that even though Advani has replaced Kaif as the brand ambassador for Slice, Kaif is already associated with PepsiCo’s Purified Bottled Water brand- Aquafina, as the brand ambassador since December 2022.

Anuj Goyal

Speaking on the association and the new campaign, Anuj Goyal, Associate Director, Slice and Tropicana, PepsiCo India said, “We are thrilled to have Kiara Advani as our new brand ambassador. Known for her exceptional acting skills and her stylish persona, she has a huge fan base amongst our target audience. We believe her popularity and mass appeal will help us connect with our consumers in a meaningful way."

Throwing light on the rationale behind roping in a new celebrity face for the mango-flavoured beverage after the 16-year-long association with Kaif, Goyal stated that Slice has always endeavoured to establish a strong affinity and deepen its connection with the youth, which is why the brand was on the lookout for a fresh face in 2023. 

“With Kiara’s charming personality and widespread popularity that cuts across geographies, we feel she’s befitting as the refreshing new face of the brand and will bring forth her magic on Slice’s upcoming campaigns,” he said.

Sharing her excitement on coming onboard as Slice’s new face, Advani said, “Slice is a drink that is very much a part of my childhood memories and hence has a special place in my heart. I am thrilled to join the Slice family and be part of the legacy brand.” 

“Slice is known for its picturesque campaigns that are remembered by one and all and no doubt, the new film will transport the audiences in the indulgent mango world like no other. I am sure that the consumers will enjoy it as much as I enjoyed shooting for it,” she added.

Here is the new Slice ad film featuring Kiara Advani-

Upon being questioned as to whether the celeb-brand association is on an ad-hoc basis or on a long-term basis, Goyal emphasised that Slice as a brand is a staunch believer of long-term associations which is why the new brand partnership with the actor will be no different.

Pegging immense hope on the brand’s latest association, he said, “We have already kickstarted our association with a great start and hope that together we will continue to create some new and iconic campaigns over the years to come.”

As per Goyal, India’s love for mangoes is unparalleled and therefore, the mango-based beverage category continues to grow in the country with fans savouring beverages that offer a taste which is close to a real mango experience.

In his views, Slice, over the years, has cemented its place in households across the country for being the perfect and closest equivalent to quenching one’s mango cravings.

“Making it a summer season favourite, Slice cuts across markets and geographies. With Kiara as the new face of the brand, we aim to build a stronger connect and drive trials, especially with the youth,” he stated.

He went on to add, “At Slice, we listen to our consumers and remain focused on evolving our offerings to meet the ever-changing consumer needs. Thus, in 2020 we launched a reformulated Slice that was coined the thickest and tastiest Mango drink in India by Nielsen.” 

Furthermore, he also stated that because social listening on digital platforms has played a key role in Slice’s journey over the years, and the new brand campaign launch of ‘Aam ka Ehsas, Sabse Khaas’ featuring Advani aims to elevate and reinforce Slice’s brand positioning as the go-to drink for mango lovers across the country.

Elaborating on the new campaign, Goyal also pointed out that the brand film follows Slice’s quintessential brand language- from the protagonist giving in to the irresistible taste of mango and relishing the last drop of Slice with the backdrop of romantic music. 

“Staying true to Slice’s legacy, the TVC seamlessly blends the new ‘Aam ka Ehsas, Sabse Khaas’ narrative. It is further heightened by Kiara’s effortless and mesmerising screen presence, representing the perfect ‘Slice Muse’,” he added.

Advani flaunting her ‘Slice Muse’ title-

 

 

 

 

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A post shared by KIARA (@kiaraaliaadvani)

Moving on, Goyal also went on to state that the new Slice campaign furthers the brand’s positioning by giving it a juicy twist.

“The idea behind the campaign TVC was to present a befitting portrayal of the ideal Slice way of indulging in the pleasures of the closest mango experience one can have,” he highlighted.

Delving deep into the media mix of the new brand campaign, he also went on to add that in addition to the TVC, the brand will also be amplifying the campaign through a 360-degree approach that involves social media, print, billboards, and other mediums.

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