Del Monte has launched a new campaign called 'The Better Can' in India, positioning their canned fruit drinks as a premium and superior choice compared to traditional packaging like tetra packs or bottles. 

Conceptualised by Enormous, the campaign highlights the can's ability to keep the juice fresher for longer and offers a more wholesome and indulgent juice experience. 

With a tagline of ‘Choose The Better Can’, the film uses a playful language and visual metaphors to highlight the benefits of the can over a tetra pack in an engaging way. To underline the advantage the brand's can has, the film’s protagonist is shown trying to consume a tetra pack of juice with a straw, leading to hilarious exaggerated consequences. In the film, typical, everyday moments gets a twist where the conventional juice container is humorously outperformed by Del Monte’s can. 

What we think about it: It’s a crisp, snackable film where form meets function with a visually fun albeit exaggerated narrative that that champions the canned fruit drinks.

CREDITS:

Client: Del Monte 
Agency: Enormous 
National creative director: Sindhu M.S.
Vice president: Akriti Sushil Ganju
Account director: Sheetal Ray
ACD: Tanima Kohli
Senior art director: Prabhsimran Kaur
Director: Akhil
Production house: Puff Films
Producer: Prianca Jhaveri