Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.In 2008, Slice was relaunched with a winning product formulation that made consumers fall in love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built a powerful appeal.
With the launch of the ‘Aamsutra’ campaign in 2008, its winning taste and appealing pack graphics, Slice created a great deal of excitement in its category and celebrated the indulgence in mangoes like no other brand had done before.
While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the sheer indulgence and sensuality involved in consuming a mango. The creative ‘Aamsutra’ idea communicates the experience of extreme sensuous pleasure through the act of drinking Slice.
Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice.
In 2009, Slice took the notion of indulgence to a whole new level with the launch of the ‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxurious all-expenses-paid holidays to dream European destinations like Paris, Vienna, Greece and Venice.