Chivita 100% “JuiceBall” Commercial: Leveraging consumer loyalty to drive brand growth
22 Feb 2016In today’s busy world of brand marketing, utilizing the strength of effective consumer engagements to gain incremental marketing exposure is not only smart, but an essential tool for brands to remain more competitive in the constantly changing marketplace. Many brands have adopted varying consumer engagement platforms to connect with their consumers and build that loyalty and affinity that is crucial to the success of the brand. The publicity and goodwill generated around the Chivita 100% “Juiceball” Commercial through an effective online, television, print and outdoor campaign in recent times is a testament to how an effective communication strategy has endeared consumers to the premium fruit juice. According to Okechukwu Madu, a brand development specialist with Marketing Index “so many factors culminate into making a strong brand; these factors vary from strong top of mind recall, consistent quality standards, popularity; a value that transcends its functional use, market availability and accessibility, strong brand identity and a high degree of consumer loyalty. The Chivita 100% “Juiceball” Commercial campaign reinforces these values in Chivita 100% pure and natural fruit Juice as it seeks to engage consumers across Nigeria through effective communication and positive brand experiences. For Dapo Olapade, a student of Lagos State University, “it is interesting to observe the sustained Chivita 100% “JuiceBall” campaign despite its launch many months ago. The effort has ensured the momentum and top of mind recall for Chivita 100% fruit juice is maintained. As a passionate consumer of the quality fruit juice, I am filled with pride whenever I have to watch the commercial especially with my favourite players from Manchester United featured in them. The connection between Chivita 100% and the football stars that are legends in their own rights seems to rest basically on commitment to excellence. Kudos to Chi Limited as they continue to offer refreshment to millions of consumers across Nigeria According to Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya, “consumer satisfaction remains at the very heart of the premium quality of our fruit juice and engagement strategies. The Chivita 100% “JuiceBall” Commercial reflects our resolve to always offer the best there is in fruit juice. For us, it’s a 100% commitment to ensuring that Chivita 100% fruit juice consistently offers positive brand experiences which reinforce consumer loyalty and market leadership. Chivita 100% fruit juice comes with no added sugar, colour or preservatives and is available in six variants; Real Orange, Real Apple, Real Pineapple, Red Grape, Orange Pineapple & Orange Mango and in 1litre, 315ml and 200ml pack sizes.