» The History
Glucon – D is an energy drink manufactured by H.J. Heinz more commonly called as Heinz. It is an American company. The Indian affiliate of the Kraft Heinz Company started operations in 1994 (under erstwhile H.J. Heinz Company) and provides taste and nutrition to its consumers through brands like Complan, Glucon-D, Nycil, Heinz and Sampriti Ghee. This is the fifth largest food and beverage company in the world.
The company employs about 2,500 people and is headquartered in Mumbai with four branch offices in key metros and two large manufacturing facilities in Aligarh and Sitarganj.
The primary competitors of Glucon D are Gatorade by Pepsi Co. and Glucose – D by Dabur India.
» Brands under the Parent Company:
The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Onesand Velveeta.
» The Product Line
Heinz is an international food and beverage giant headquartered in Chicago and manufactures over 150 products under its name. When it acquired Glaxo India, it gave birth to the product Glucon – D. This drink was marketed heavily for the Indian summers as it quenches the thirst and replenishes the body fluids.
Glucon D as a product is very popular with sports person and patients. This is considered as a health drink for any age group. The main ingredient of this drink is Glucose (99.4%) which is very healthy and provides instant energy to the body as it is very quickly absorbed.
It has sufficient amounts of carbohydrates which the body requires, and it also cools down the body temperatures quickly. This drink is also known to get rid of dehydration.
Glucon D is available in several variants that are equally popular amongst its consumers. Some of them are as follows-
- Glucon D Tangy Orange
- Glucon D Original
- Glucon D Nimbus Pani
- Glucon D-Orange Blast
- Glucon D Aam Panna
- Glucon D-Volt
» Promotions by Glucon D
The marketing strategy has been very aggressive, and it is only because of this that today it is a market leader in the energy drink space. It is also perceived as a very strong brand.
This brand has done some amazing marketing and high-end campaigns to create a strong hold in the market.
This brand targets both the high- and low-end users and most of its promotions are based in the summer season of India. It is positioned as an energy drink with a very strong brand image.
It uses a lot of electronic media to run its campaigns be it television commercials or radio ads, it has done it all and is very successful because of this.The brand also does a lot of traditional marketing be it billboards or print.
» Marketing Campaigns by the Brand
Glucon D has most of time kept sports and children in mind and created ads. These ads are generally seasoned centric (summer), are very relatable and fun to watch.
› Campaign – Sirf Paani Nahi, Glucon D Waala Pani
The new summer campaign launched in the year 2017 by the brand was called as ‘Sirf Paani Nahi, Glucon D Waala Paani.’
Again, a very simple and convincing advertisement made by the brilliant agency McCann shows kids playing a game of Kabaddi in the summer heat and the sun sucking out all the energy from them. However, one of the kids is extremely fresh and energetic, because he drinks Glucon D Walaa Paani in the summers.
Speaking about the campaign, Vikramjeet Singh, CMO, Kraft Heinz India, said, “In summers, heat and high humidity lead to exhaustion. Glucon-D aims to educate the consumers about the benefits of adding Glucon-D to water to quickly restore the lost glucose, minerals and vitamin levels in the body after spending long hours in the sun.”
› Campaign – Khel Se Pehele Glucon D
This was a summer campaign launched by the brand in the year 2016. A very cute and popular campaign and it also helped in increasing the sales of this brand. The campaigns by this brand are very relatable because of the use of actors and situations. Most of the times what is shown in the ad is what actually happens when you step out in the heat!
While narrating the new campaign, the company spokesperson said, “Glucon-D has always enjoyed top of mind recall across India. Through this campaign, we aim to offer a fresher perspective of the brand narrative from rejuvenation to prevention. The aim is to communicate the importance of being well hydrated with body glucose for lasting energy levels before one venture out in sun on a hot day.”
In this campaign a girl before stepping out of her home drinks a glass of Glucon D and goes out to play in the scorching summer heat.
While all her other friends are drained out because of the heat she is still hydrated and pumped up and ready to play even when the sun is shining out bright!
The tagline of this campaign was “Glucon-D Laga, Energy chadha”
Glucon D is a household name when it comes to gaining instant energy after returning home from a tiresome day.With so many delicious taste options to choose from, this drink is a very simple and safe form of gaining energy.
The campaigns of this brand are mostly children and summer centric because they are always on the move and want to go out and play, at any given time of the day even if the temperatures are soaring.The message given by this brand is very simple and traditional.
Most of the ads are in Hindi language which makes it reach out to a wider chunk of people in the country.
So, the next time you feel drained out and want an instant boost of energy, its time you add a spoon of your favorite Glucon D to your glass of water and stay pumped up and energized throughout the day, every day!
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