Global food and beverage brand Del Monte has launched its latest India-focused campaign titled ‘The Better Can’, aimed at redefining juice consumption with an emphasis on its iconic can packaging. The campaign promotes the brand’s premium, hygienic, and travel-friendly format as a smart and stylish alternative to traditional juice packs.
Campaign Concept
Created by Enormous Brands, the campaign film uses sharp humor, clever lines like “Sudd-Sudd hai, badi gadd-badd hai”, and visual metaphors to contrast Del Monte’s can format with less appealing packaging alternatives. It caters directly to urban millennials and Gen Z, portraying the can as a smarter lifestyle choice.
Brand Perspective
Kiranpreet Kaur, DGM – Marketing, Del Monte Foods India, shared:
“We didn’t just want to tell people we’re different-we wanted them to feel it. The can format is premium, portable, and protects the integrity of the juice better than traditional packaging. Enormous nailed the tone and brought this fresh thinking to life.”
The campaign positions the can not just as packaging-but as a statement: hygienic, sleek, and shelf-ready.
Creative Strategy
Sindhu Sharma, National Creative Director at Enormous, elaborated:
“We wanted to make juice in a can feel like the smarter lifestyle decision. So we used humor and everyday moments to show the contrast. When the difference is that obvious, you don’t have to shout. Just show.”
Digital Amplification Strategy
The campaign is set to be digitally amplified, with strong visibility planned on:
- YouTube
- Instagram Reels
- Snackable social content
Vivek Shaw, Client Partner at WPP Media, commented:
“With the launch of our new campaign, we’re turning up the flavor and the fun! Del Monte is going big on digital-bringing the buzz to YouTube, Instagram Reels, and the platforms our audience loves to scroll. From snackable content to scroll-stopping moments, we’re serving fresh vibes and real connections.”
Key Takeaways
- Product USP: Juice in a can-fresher, more hygienic, and travel-friendly
- Tone: Humorous, upbeat, and urban-focused
- Platforms: Entirely digital-first, targeting Gen Z and young millennials
- Goal: Establish Del Monte’s can packaging as the smarter, better choice
With ‘The Better Can’, Del Monte reimagines how juice is experienced-offering not just refreshment, but a stylish, sensible upgrade for today’s on-the-go consumer.
