Chi launches ‘Chivita 100% or nothing’ campaign

Chi Limited, makers of fruit juices and dairy beverages has unveiled a new marketing campaign tagged, ‘Chivita 100% or nothing else.’ The purpose is to reinforce its flagship’s brand proposition and strengthen the credential of the brand in the marketplace.

The new campaign is being deployed through Television, Digital, Out of Home, and Consumer Activation and Point-of-Sales initiatives. Chi wants to convey the brand’s commitment to quality and excellence.

Speaking on the marketing campaign, Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya said “This campaign highlights the association of Chivita 100% with purity, commitment and nothing but the best. This is the recipe for its premium quality, which leads to success, achievement & leadership”

“We do everything possible to ensure that Chivita 100% lives up to its brand promise of goodness and the best there is. This also explains our partnership with the world’s most valuable football club brand because for us it is the best or nothing” he added.

You would recall that in August 2014, Chi rebranded ‘Chivita Premium Juice’ to ‘Chivita 100%’. And in October, the management of the company signed a multi-year sponsorship deal with Manchester United, a British Premier League team.

The TV commercials have already started running in Nigeria showing top rated Manchester United football stars like Robin Van Persie, Angel Di Maria, Antonio Valencia, Radamel Falcao, and Jonny Evans.

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