Del Monte India’s “The Better Can” Campaign: A Bold Packaging Revolution in the Beverage Industry

Introduction: When Packaging Becomes the Message

In a saturated market filled with similar juice boxes and plastic bottles, Del Monte India has chosen to stand out—not just through flavor, but through form. With the launch of its bold new campaign titled “The Better Can,” the brand has strategically shifted its focus to its aluminum can packaging.

This campaign doesn’t just sell juice—it promotes a lifestyle shift. Del Monte is inviting today’s consumers to rethink the everyday juice experience and embrace freshness, hygiene, and premium appeal in a sleek new format.

Why the Can Is the Hero

The core idea behind “The Better Can” campaign is simple but powerful: not all juice packaging is created equal. While cartons and plastic bottles have long dominated the beverage shelves, Del Monte’s aluminum can format offers several advantages that are hard to ignore:

• Freshness Preservation: Cans offer better protection from light and air, ensuring that the flavor and nutrients of the juice are retained longer.

• Hygienic & Tamper-Proof: The sealed top ensures that the drink is untouched until opened, offering peace of mind.

• Portability: Lightweight and sturdy, the cans are easy to carry without fear of leakage or breakage.

• Shelf Appeal: The metallic shine of the can instantly catches the eye on retail shelves, giving the product a premium and modern look.

This focus on functionality—paired with a fresh creative strategy—makes the can more than just a container. It becomes a brand statement.

Targeting the New-Age Consumer

Del Monte’s campaign is aimed squarely at the urban millennial and Gen Z consumer—people who are style-conscious, health-aware, and always on the move. For them, convenience and visual appeal matter as much as quality.

Rather than using traditional marketing jargon, the campaign speaks their language—both literally and visually. Quirky expressions, vibrant visuals, and a lighthearted tone bring out the fun side of everyday juice consumption.

This shift is not just cosmetic. It reflects a deeper understanding of consumer behavior in the digital era:

• People share what they like.

• People buy what stands out.

• People connect with authenticity.

Creative Direction That Delivers

Conceptualized by Enormous, a creative agency known for bold storytelling, “The Better Can” doesn’t follow conventional advertising formulas. Instead, it uses visual metaphors, clever vernacular lines, and humorous takes on comparisons to tell its story.

Examples of phrases and tones used:

• “Sahi can lo, packaging mein farq dikhta hai” (Choose the right can, the difference is clear).

• “Bottles may fade, but cans stay cool.”

The visuals are equally sharp—comparing scenarios with and without cans, showing how the can brings charm, coolness, and confidence into everyday life.

Rather than spelling out benefits in a boring checklist, the campaign shows the contrast in action—an effective trick for digital attention spans.

Digital-First Execution

In today’s mobile-first world, brands need to be where consumers scroll. Del Monte embraces this reality with a digital-first rollout focused on short-form video and interactive content.

The campaign is designed to make waves across:

• Instagram Reels

• YouTube Shorts

• Facebook Stories

• Snackable Twitter content

• Influencer collabs

Each piece of content is formatted for vertical viewing, optimized for mobile, and designed to deliver the brand message in under 15 seconds—just enough time to leave a lasting impression.

Campaign Goals and Objectives

At its core, “The Better Can” campaign seeks to:

1. Position the can as a superior packaging alternative in the juice category.

2. Break the clutter on crowded retail shelves with eye-catching packaging.

3. Appeal to a younger, urban demographic who appreciate aesthetics and convenience.

4. Drive conversations and engagement on digital platforms.

5. Reinforce Del Monte’s quality perception by highlighting the link between packaging and product freshness.

This campaign isn’t a one-off seasonal push—it’s a larger brand movement aimed at shifting how consumers perceive everyday juice.

Voices Behind the Campaign

The strategic intent is clearly echoed by the campaign’s leadership:

Marketing Team at Del Monte India:
“Our new can format isn’t just about looks—it’s about delivering better juice, better protection, and a better experience. We believe this small change can make a big difference in how juice is consumed.”

Creative Director at Enormous:
“We didn’t want to shout. We wanted to show. We let the packaging tell the story—with humor, freshness, and bold visuals that feel real and relevant.”

Why Packaging Now Matters More Than Ever

In the current post-pandemic environment, hygiene and convenience are non-negotiable for consumers. The campaign arrives at a time when:

• People want sealed, tamper-proof options.

• Aesthetic packaging leads to impulse purchases.

• Portability is key for on-the-go lifestyles.

• Consumers are more environmentally conscious, with aluminum being more recyclable than plastic.

Del Monte’s canned format isn’t just ticking boxes—it’s anticipating consumer needs before they even ask.

Final Thoughts: A Can-Do Attitude for the Future

Del Monte’s “The Better Can” campaign proves that innovation doesn’t always have to come from the product itself—sometimes, how you present it can lead the conversation. The humble can, once overlooked, is now a symbol of freshness, style, and intelligent choice.