Brand Extensions - Cola Wars
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CASE STUDY ON COKE & PEPSI BRAND EXTENSIONS
PEPSI AHa
LAUNCHED April 5th 2002 TARGET GROUP Its consumer base comprised of largely the 35-year plus adult.
SALES
Pepsi Aha which had already notched up sales of Rs 25 crore in less than a month & Rs 80 crore within four-and-a-half months of launch in the country. Cannibalisation to the extent of about 30-35 per cent by Pepsi Aha into brand Pepsi's share. Pepsi and Pepsi-Aha together held over 23.5 per cent of the market share .
PACKAGING
Was introduced in 500 ml PET bottles priced at Rs 15 each The brand was rolled out in 300 ml glass bottles priced at Rs 10 each Also available in 330 ml cans for Rs 18 Besides in 1.5 and 2-litre PET bottles, and in 200 ml glass bottles in select markets The brand has done well, especially in the 300 ml and 500 ml bottles. Pepsi has invested in plastic shrink sleeve wrapping (on the neck of the bottle) for Aha glass bottles.
AHA STORYBOARD Taking a break from the shoot, Madhavan gives an interview. The anchor bubbles into the camera, "Abhi hum hain film star...
Madhavan ke latest film set pe," and asks the star, "Tell us, what is different in this movie." Madhavan: "This movie is been...
done in two languages." Signing on one autograph after the other, he carries on. But! Before Madhavan can sign on this card, the guy grabs the attention of the camera on to...
...the board which reads: Pepsi + Lemon = Pepsi Aha! The star and the girl is left wondering as to who the guy is. Cut
PROMOTIONS
Having tried out the concept of reality advertising in print and TV Pepsi aha extended it to the Internet.
aha was being given a boost through Yahoo.com. As a part of an interactive campaign
Pepsi Aha! mascot had been pasted on yahoo.co.in and pop up on the home page As part of a contest, surfers were required to suggest situations where the Pepsi Aha! mascot could pop up.
The idea behind this initiative was primarily to drive awareness and induce trials
The objective is to drive Pepsi Aha top of mind.
Harbhajan Singh & Saurav Ganguly inaugurated Pepsi Aha a high profile ad campaign
Pepsi India unveiled series of commercials to push its newly launched lemon cola Pepsi aha.
all these ads were based on what the company calls reality or intrusive advertising.
unlike the campaign for its other brands, the thrust on celebrity endorsement was secondary to the ad theme.
initial aha's promos had a common thread in the form of a model who intrudes into actual scenarios, events, promos, shootings, interviews, green rooms carrying an aha placard.
a full-blast launch was made to coincide with aha's commercial availability wherein the first
Vanilla Coke
LAUNCH 7 April 2004 in Delhi later in 22 key cities across the country TARGET AUDIENCE The product is targeted at the urban youth
TAGLINE
‘Ice-Creamy Thanda’ Vakaw………..the ad campaign Unko bhi badal de jo aasani se badalte nahi
PACKAGING Vanilla Coke was initially available in 500 ml PET bottles and was soon to be introduced in 200/300 ml glass bottles and 330ml
PROMOTIONS
Promotional activities in colleges & malls and the launch of the 'Retrospective' music album
The integrated 360degree marketing plan included TV, print, consumer activation events, road shows, etc. SMS-based promotions, games and contests The radio branding, the optimum usage of the print media, the use of the Internet via Coca-
use of Viral marketing & non-mass media tools of communication like SMS, the internet, e-mail, or simple word of mouth to get people talking about the product.
Coca-Cola tried it with its 'wakaw' promotion for Vanilla Coke and for its 'Jeeto India Jeeto' marketing campaign
The Ice Creamy thanda taste takes the brand positioning of 'Thanda' a little further as Vanilla
BEHIND THE SCENES Directed by Ram Madhvani Music given by Bappi Lahiri Conceptualised by Prasoon Joshi and his team from McCann Erickson, Composed by the musical duo of Vishal Shekar Launched across all mainline channels
SALES EXPECTATIONS
It was launched to prop up the Coke brand From its current 15% market share, Vanilla Coke was expected to retain about 7% to 10% in the current year. The company was looking to add 20% additional franchise post launch of Vanilla Coke.
Vanilla Coke has been very successful in the International markets and it was expected that the product has the potential to be a bestseller here in India too.
RESULT This revolutionary ad campaign designed to lure the youth, most definitely seems to have made a mark. How critics perceive this or how peer agencies mock it, is a different story altogether. The fact of the matter is that Coca - Cola has launched its first new flavour extension and has managed to create a hype that the Indian industry had not seen in a while but Senior company executives concede that the demand for Vanilla Coke did
PEPSI BLUE
LAUNCH
Launched as an opponent to Vanilla Coke Created in mid-2002 and later withdrew it from the market in 2004. The Pepsi Blue, was released in India,Australia, New Zealand, Jamaica and Canada as a limited edition variant.
S T O R Y B O A R D
Shot of an archaic doorway through which sways an elephant, followed by a stream of kids. Everything... is swathed in hues of blue. A man unfurls the sail and looks on as it billows in the wind... even as this girl blows on a feather of brilliant blue.
S T O R Y B O A R D
Guys dressed in blue dance before a hoarding of the cricket team.
Product shot and super: Icy Cool. Pepsi Blue.
Shah Rukh sends an eagle soaring into the sky.
Purpose
The Indian Cricket Team was having a successful run after the 2003 Cricket World Cup. The colour of their jersey was blue & therefore Pepsico attempted with Pepsi Blue to support the team and its mega fan club.
PACKAGING Was made available in 300 ml returnable glass bottles priced at Rs 8 500-ml PET bottles, at Rs 15. Non-returnable, 250-ml Pepsi bottles, priced at Rs 12 each
TAGLINE Drink Pepsi Blue. Cheer for the men in
PROMOTIONAL CAMPAIGNS Heavily promoted by PepsiCo with advertisements by the indian cricket team Unveiled by PepsiCo's brand ambassador and popular Telugu film star Pawan Kalyan. The entire campaign is designed to connect with cricket-lovers across the country & cricket-lovers were expected to celebrate with Pepsi Blue To complement the launch of Pepsi Blue, the company came up with a major promotional drive `Pepsi Predikta Jackpot'. `
PROMOTIONAL CAMPAIGNS
FRONT PAGE INNOVATION - initiating the user to tear the Yahoo! India front page, unravelling the Pepsi Blue page. Each appearance of the ad is counted as an exposure — for the ad was 3,56,000; and the Pepsi Blue page tear was initiated 2,17,000 times by users.
Pepsi Blue was backed by a multimedia communication package, which will be splashed across the telly, print media, radio, Internet, outdoor, point of sale merchandise and on-ground consumer promotions.
PepsiCo launched two TV Commercials (TVCs) of 30-second duration each, which communicated the "refreshingly cool" brand profile of Pepsi Blue.
Pepsi Cafechino TVC
LAUNCH
Pepsi Cafechino India’s first cola drink with a mocha-latte shot was launched on the January 21st on Sony's Indian Idol.
Brand ambassadors Kareena Kapoor and Priyanka Chopra appeared on the show wearing the same clothes that they had worn in the ad.
This is hyperactive placement, as the brand is not just present in the show, but the brand ambassadors use and refer to it blatantly .
TARGET GROUP
It was a uniquely mapped a beverage offering to the young people's evolving needs and lifestyles .
Promotional campaigns
The campaign for the new product is slightly different from the mainstream Pepsi campaigns.
The Pepsi officials see the new variant as ‘a great way to kick-start the New Year & gave cafechino a more innovative look.
Pepsi would use the same price line and marketing techniques for urban and rural areas but the concentration of the new product in terms of supply and visibility would be largely concentrated in the top 18 cities of the country.
To lure passers-by Cafechino, Pepsi is using an aromatic point at the sales joint, emitting coffee aroma.
The company also put up a preview of the product in the Pepsi zone on the web. This enables the consumers to order the product online. (getting an average of 200 orders an
AVAILABILITY The drink was available in 200 and 300 ml glass bottles, 600 ml PET bottles priced at Rs 20 and also in the 250 ml non-returnable glass bottles
TAGLINE kiss of cola and a kick of coffee….. ”kinky”
Behind the scenes
The television commercial is produced by Farah Khan’s Red Chillies Entertainment.
While the television commercial has been directed and choreographed by Farah Khan
Print advertisements have been shot
PEPSI AHa
LAUNCHED April 5th 2002 TARGET GROUP Its consumer base comprised of largely the 35-year plus adult.
SALES
Pepsi Aha which had already notched up sales of Rs 25 crore in less than a month & Rs 80 crore within four-and-a-half months of launch in the country. Cannibalisation to the extent of about 30-35 per cent by Pepsi Aha into brand Pepsi's share. Pepsi and Pepsi-Aha together held over 23.5 per cent of the market share .
PACKAGING
Was introduced in 500 ml PET bottles priced at Rs 15 each The brand was rolled out in 300 ml glass bottles priced at Rs 10 each Also available in 330 ml cans for Rs 18 Besides in 1.5 and 2-litre PET bottles, and in 200 ml glass bottles in select markets The brand has done well, especially in the 300 ml and 500 ml bottles. Pepsi has invested in plastic shrink sleeve wrapping (on the neck of the bottle) for Aha glass bottles.
AHA STORYBOARD Taking a break from the shoot, Madhavan gives an interview. The anchor bubbles into the camera, "Abhi hum hain film star...
Madhavan ke latest film set pe," and asks the star, "Tell us, what is different in this movie." Madhavan: "This movie is been...
done in two languages." Signing on one autograph after the other, he carries on. But! Before Madhavan can sign on this card, the guy grabs the attention of the camera on to...
...the board which reads: Pepsi + Lemon = Pepsi Aha! The star and the girl is left wondering as to who the guy is. Cut
PROMOTIONS
Having tried out the concept of reality advertising in print and TV Pepsi aha extended it to the Internet.
aha was being given a boost through Yahoo.com. As a part of an interactive campaign
Pepsi Aha! mascot had been pasted on yahoo.co.in and pop up on the home page As part of a contest, surfers were required to suggest situations where the Pepsi Aha! mascot could pop up.
The idea behind this initiative was primarily to drive awareness and induce trials
The objective is to drive Pepsi Aha top of mind.
Harbhajan Singh & Saurav Ganguly inaugurated Pepsi Aha a high profile ad campaign
Pepsi India unveiled series of commercials to push its newly launched lemon cola Pepsi aha.
all these ads were based on what the company calls reality or intrusive advertising.
unlike the campaign for its other brands, the thrust on celebrity endorsement was secondary to the ad theme.
initial aha's promos had a common thread in the form of a model who intrudes into actual scenarios, events, promos, shootings, interviews, green rooms carrying an aha placard.
a full-blast launch was made to coincide with aha's commercial availability wherein the first
Vanilla Coke
LAUNCH 7 April 2004 in Delhi later in 22 key cities across the country TARGET AUDIENCE The product is targeted at the urban youth
TAGLINE
‘Ice-Creamy Thanda’ Vakaw………..the ad campaign Unko bhi badal de jo aasani se badalte nahi
PACKAGING Vanilla Coke was initially available in 500 ml PET bottles and was soon to be introduced in 200/300 ml glass bottles and 330ml
PROMOTIONS
Promotional activities in colleges & malls and the launch of the 'Retrospective' music album
The integrated 360degree marketing plan included TV, print, consumer activation events, road shows, etc. SMS-based promotions, games and contests The radio branding, the optimum usage of the print media, the use of the Internet via Coca-
use of Viral marketing & non-mass media tools of communication like SMS, the internet, e-mail, or simple word of mouth to get people talking about the product.
Coca-Cola tried it with its 'wakaw' promotion for Vanilla Coke and for its 'Jeeto India Jeeto' marketing campaign
The Ice Creamy thanda taste takes the brand positioning of 'Thanda' a little further as Vanilla
BEHIND THE SCENES Directed by Ram Madhvani Music given by Bappi Lahiri Conceptualised by Prasoon Joshi and his team from McCann Erickson, Composed by the musical duo of Vishal Shekar Launched across all mainline channels
SALES EXPECTATIONS
It was launched to prop up the Coke brand From its current 15% market share, Vanilla Coke was expected to retain about 7% to 10% in the current year. The company was looking to add 20% additional franchise post launch of Vanilla Coke.
Vanilla Coke has been very successful in the International markets and it was expected that the product has the potential to be a bestseller here in India too.
RESULT This revolutionary ad campaign designed to lure the youth, most definitely seems to have made a mark. How critics perceive this or how peer agencies mock it, is a different story altogether. The fact of the matter is that Coca - Cola has launched its first new flavour extension and has managed to create a hype that the Indian industry had not seen in a while but Senior company executives concede that the demand for Vanilla Coke did
PEPSI BLUE
LAUNCH
Launched as an opponent to Vanilla Coke Created in mid-2002 and later withdrew it from the market in 2004. The Pepsi Blue, was released in India,Australia, New Zealand, Jamaica and Canada as a limited edition variant.
S T O R Y B O A R D
Shot of an archaic doorway through which sways an elephant, followed by a stream of kids. Everything... is swathed in hues of blue. A man unfurls the sail and looks on as it billows in the wind... even as this girl blows on a feather of brilliant blue.
S T O R Y B O A R D
Guys dressed in blue dance before a hoarding of the cricket team.
Product shot and super: Icy Cool. Pepsi Blue.
Shah Rukh sends an eagle soaring into the sky.
Purpose
The Indian Cricket Team was having a successful run after the 2003 Cricket World Cup. The colour of their jersey was blue & therefore Pepsico attempted with Pepsi Blue to support the team and its mega fan club.
PACKAGING Was made available in 300 ml returnable glass bottles priced at Rs 8 500-ml PET bottles, at Rs 15. Non-returnable, 250-ml Pepsi bottles, priced at Rs 12 each
TAGLINE Drink Pepsi Blue. Cheer for the men in
PROMOTIONAL CAMPAIGNS Heavily promoted by PepsiCo with advertisements by the indian cricket team Unveiled by PepsiCo's brand ambassador and popular Telugu film star Pawan Kalyan. The entire campaign is designed to connect with cricket-lovers across the country & cricket-lovers were expected to celebrate with Pepsi Blue To complement the launch of Pepsi Blue, the company came up with a major promotional drive `Pepsi Predikta Jackpot'. `
PROMOTIONAL CAMPAIGNS
FRONT PAGE INNOVATION - initiating the user to tear the Yahoo! India front page, unravelling the Pepsi Blue page. Each appearance of the ad is counted as an exposure — for the ad was 3,56,000; and the Pepsi Blue page tear was initiated 2,17,000 times by users.
Pepsi Blue was backed by a multimedia communication package, which will be splashed across the telly, print media, radio, Internet, outdoor, point of sale merchandise and on-ground consumer promotions.
PepsiCo launched two TV Commercials (TVCs) of 30-second duration each, which communicated the "refreshingly cool" brand profile of Pepsi Blue.
Pepsi Cafechino TVC
LAUNCH
Pepsi Cafechino India’s first cola drink with a mocha-latte shot was launched on the January 21st on Sony's Indian Idol.
Brand ambassadors Kareena Kapoor and Priyanka Chopra appeared on the show wearing the same clothes that they had worn in the ad.
This is hyperactive placement, as the brand is not just present in the show, but the brand ambassadors use and refer to it blatantly .
TARGET GROUP
It was a uniquely mapped a beverage offering to the young people's evolving needs and lifestyles .
Promotional campaigns
The campaign for the new product is slightly different from the mainstream Pepsi campaigns.
The Pepsi officials see the new variant as ‘a great way to kick-start the New Year & gave cafechino a more innovative look.
Pepsi would use the same price line and marketing techniques for urban and rural areas but the concentration of the new product in terms of supply and visibility would be largely concentrated in the top 18 cities of the country.
To lure passers-by Cafechino, Pepsi is using an aromatic point at the sales joint, emitting coffee aroma.
The company also put up a preview of the product in the Pepsi zone on the web. This enables the consumers to order the product online. (getting an average of 200 orders an
AVAILABILITY The drink was available in 200 and 300 ml glass bottles, 600 ml PET bottles priced at Rs 20 and also in the 250 ml non-returnable glass bottles
TAGLINE kiss of cola and a kick of coffee….. ”kinky”
Behind the scenes
The television commercial is produced by Farah Khan’s Red Chillies Entertainment.
While the television commercial has been directed and choreographed by Farah Khan
Print advertisements have been shot
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