Creating healthy lifestyle with brand engagement

As brands get recognition through the experiences they are associated with, their radio jingles and TV commercials are usually developed to draw attention to a positive emotion, which is likely to come through experiences with the brand.

And by connecting with consumers on a more personal level, contemporary brand managers hope to break free from hostile competition and carve a niche for their brands through line extension that speaks to specific lifestyles.

Most often, this is brought about as competition in the marketplace for consumers’ loyalty gets tougher, lifestyle positioning has become an increasingly popular approach among brand managers, especially in categories where functional differences are hard to maintain.

For instance, the new radio and TV commercials on Chivita Active from the House of Chi Limited, maker of the range of 100 percent 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, from investigation among consumers, Chivita Active fruit juice contains six citric fruits – orange, grapefruit, lime, tangerine, lemon and mandarine – and added vitamin C.

The radio commercial puts it thus: “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 note, “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….”

The 60-second TV commercial opens with an executive meeting and moves on to a workout on the basketball court before going on to a tiring photo shoot at a modelling 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 lifestyle.

Certainly, individuals who enjoy active lifestyles often participate in energy-sapping activities that include meetings, recreation sports, outdoor hobbies and an active social life.

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. 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 what many people of all ages strive for, and with a little effort, it is entirely possible to achieve through some simple life changes.

However, it has been found that the product is a perfect fit for people with active lifestyles who also desire a healthy life because the fruit juices contained are essential to a healthy life.

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 the disease.

Grapefruit 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.

According to Deepanjan Roy, managing director, CHI Limited, “one thing we have always tried to do is provide our consumer a complete and balanced range of fruit juice offerings. So, we are ready to fulfil her needs, irrespective of whatever they may be from the product or the lifestyle standpoint,” when speaking on Chivita Active’s ‘Be Active – Do More” promise.