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COMPANY : Bisleri International Pvt. Ltd
: Bisleri water
CAMPAIGN : Kiss to drink
Title Of Creative Work
BRAND EQUITY GUIDELINES CHECKLIST -EQUITY
Distillation of core brand thought
Bisleri - Safe and pure
Crisp portrait of our target audience
Bisleri mineral water
People who want to have safe drinking water and think“The world is not as safe as they portray it to be, microbes
and various other organisms are the invisible threats that we
face. It is none other than the noble practice of sharing that
has made us susceptible to these threats. “Screw sharing, I
want my own bottle”.
Our brand’s persona
BISLERI-My personal water, as personal as my underwear
The business objective and corresponding brand task
• To double the sales of the Bisleri 500 ml bottles
• Currently contributes to 10% in bisleri portfolio
• By persuading people to buy their own bottles.
The key consumer issue coming in the way
Habit of consumers using someone else’s bottle to drink water and not
carrying their own bottles.
The penetrating consumer understanding that will help unlock the
Bisleri- A basic consumer behavior
is that we don’t like to share water
with someone who has touched the
bottle with his/her mouth. People
get maximum satisfaction when
they drink with the bottle to their lips.
The ambitious communication task based on the insight, to overcome
Bisleri-To make people buy their own bottle and not share
The communication idea for the campaign
Bisleri- Kiss to drink