As competition in the marketplace for consumers’ loyalty gets fiercer and fiercer still, lifestyle positioning has become an increasingly popular approach among brand managers, especially in categories where functional differences are hard to maintain. By connecting with consumers on a more personal level, contemporary brand managers hope to break free from aggressive competition and carve a niche for their brands through line extension that speaks to specific lifestyles.
Because lifestyle brands get recognition through the experiences they are associated with, their radio jingles and television commercials are usually developed to draw attention to the positive emotion that is likely to accrue through experiences with the brand. For instance, the new radio and TV commercials on Chivita Active from the House of Chi Limited, maker of the popular range of 100% Chivita Premium fruit juice, draw heavily on benefits of consuming Chivita Active by people who desire a healthy and active lifestyle.
Although the brand can equally be enjoyed by all, it is targeted more at people who are eager to do more and thereby get more out of life. This is because Chivita Active fruit juice contains six citric fruits juices and added vitamin C. The citric fruit juices are Orange, Grapefruit, Lime, Tangerine, Lemon and Mandarine.
The radio commercial says it well: “Some days, you really just want to stay in bed. Don’t you? Days when you have so much things to do in so little time, like wade through traffic, hold meetings, make presentations, submit reports, pick up laundry, visit parents, pick the kids, hang out with the girls, back to the gym, make dinner, tell bed time story. But not to worry, just get active with Chivita Active.”
The commercial goes on to say that, Chivita Active helps you get more out of life. You work better, play harder and do so much more and success follows… so you want to stay active, drink Chivita Active. Chivita active with the power of six citric fruits juices and added vitamin C, a choice for your active life style. Chivita active, be active, do more, get more out of life.”
The attractive 60-second TV commercial is even more impressive. It opens with an executive meeting and moves on to a workout on the basketball court before panning on to a grueling photo shoot at a modeling session and ending the day on the dance floor. The TVC depicts an activity-packed day that is sustained by the perfect choice of refreshment for an active life style – Chivita Active.
Undoubtedly, individuals who enjoy active lifestyles often participate in energy-sapping activities that include meetings, recreation sports, outdoor hobbies and an active social life. This is because a healthy active lifestyle is one that includes a healthy diet and a regular exercise plan. A healthy and active lifestyle is a lifestyle that many people of all ages strive for, and with a little effort, it is entirely possible to achieve through some simple life changes. Experts say, overall, it is difficult to lead an active lifestyle without a healthy diet, because it will be difficult to get enough energy to exercise.
Interestingly, Chivita Active is a perfect fit for people with active lifestyles who also desire a healthy life because the fruit juices contained in the juice are essential to a healthy life. For instance, limes contain unique flavonoid compounds that have antioxidant and anti-cancer properties. While these flavonoids have been shown to stop cell division in many cancer cell lines, they are perhaps most interesting for their antibiotic effects. In several villages where cholera epidemics had occurred, the inclusion of lime juice during the main meal of the day was found to have been protective against the contraction of cholera.
Grapefruit, another fruit found in Chivita Active, contains citric acid, natural sugars, and essential oils like limonene, pinene and citral. It has high amounts of vitamin C, and smaller amounts of vitamin A, B complex, E and K. In the mineral department, larger amounts of calcium, folate, phosphorus, and potassium are found. The nutritive phytonutrients of this voluptuous fruit—liminoids, flavonoids, lycopene and glucarates—help fight cancer and various diseases.
Speaking on Chivita Active’s ‘Be Active – Do More” promise, Managing Director of the CHI Limited, Mr Deepanjan Roy said “One thing we have always tried to do is provide our consumer a complete & balanced range of fruit juice offerings, so that we are ready to fulfill her needs irrespective of whatever they may be from the product or the lifestyle standpoint”