MTR digs up ‘Ice Age’ to launch beverages for kids

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Animated movies and cool healthy beverages go hand in hand especially for kids. Taking a cue from that, MTR Foods, known for its wide range of packaged meals, has launched a new range of kids drinks and also associated itself with the Hollywood movie franchise, Ice Age 4.

The two drinks targeted towards young children include a Badam Drink mix and a Chocolate Badam Drink mix with 25 gms sachets of the two at a price of Rs 10 and a 1 kg pack priced at Rs 280. The new flavours will be available across India at all major outlets and beverage counters from July 2012.

On the company’s association with Fox Star Studios for the upcoming movie, Vikran Sabherwal, VP Marketing, MTR Food said, “Ice Age titles are a massive success, highly entertaining and with lead characters that are so engaging and fun for kids that it offers MTR’s Badam Drink Mix & Chocolate Badam Drink Mix the perfect platform for association.”

“Ice Age is the most successful animated franchise in India, which is hugely anticipated in particular, amongst children and families. We are, therefore, delighted with the association between Ice Age 4: Continental Drift and MTR’s new range of kid’s drinks,” added Vijay Singh, CEO, Fox Star Studios.

MTR has lined up a promotional campaign and customer engagement activities to leverage this association. These include Ice Age 4 co-branded packs, free Sippers with packs, an SMS based contest, Ice Age 4 branded movie merchandise as well as special movie screenings for contest winners.

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Neeta Nair

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