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CokePepsi Advertising Case

(In lieu of the missed class activity) Advertising Management

Submitted By Ritika Meena F-200

How had the advertising of each of the brands evolved over time?
Evolution of Coca Cola Ads: Coca Cola started advertising in print at first in 1906. The campaign A pause that refreshes met with huge success. For the first of the 20th century, Coca Cola ads captured the theme refresh. Through advertising, they positioned Coke as a refreshing carbonated drink. In late 1950s cokes advertising was competitor recognized. They positioned themselves as the most preferred drink through campaigns like Americas preferred taste &Its the real thing During mid 70s, coke positioned itself as the brand which united the nation of America during the political uncertainty. The ad of Mean Joe positioned Coke around the theme: sharing spreads happiness In 1993, the competitor specific advertising was back with Always Coca Cola Campaign to counteract the youthful campaign of Pepsi. The multiple ads under this campaign were segment audience specific. Coca cola shifted to the theme of rendering pleasures in 2000 with its Coca Cola enjoy theme. In India, the positioning shifted from Thanda Matlab Coca Cola to Little Drops of happiness to finally the theme of happiness. Parting Remarks: Coca Cola ads evolved from Refreshing drink to Preferred Drink Spreading Happiness

Evolution of Diet Coke ads: The initial campaign Just for the taste of it was focused towards young urban professionals who cared deeply for their appearance. You are what you drink campaign helped them position it to wider target segment. From a health conscious drink, diet coke evolved to a stylish fashionable brand The campaign For those who love life positioned it as a drink which was a part of active lifestyle.

Evolution of Sprite ads: The campaign Great Lymon (Lime + Lemon) taste makes sense was to surpass the rival 7 Up. And due to the unique positioning, it did the trick. The next campaign I like the Sprite in you drove the sales due to its positioning as a funny quirky drink In 1994, the positioning moved to the drink that satiates thirst with Obey your thirst campaign Humor was an integrated element in Sprite ads.

In 21st century, Sprite tried the concept of Subliminal advertising with the campaign Sublymonal although it was not successful Sprite moved to the positioning it as a a drink to give thrust to your ideation cabability. All in all, the ads shifted from unique lemon combo to quirkiness to thirst satiating drink to helping in burst of ideas, not to forget, humor remaining all the way in the ads.

Evolution of Fanta Ads Fanta ads were initially focused towards the theme fantasy. The bright bold ads were mainly focused towards teens. The ads always conveyed that Fanta not just uplifting feelings, but also freed spirits, encouraging one to indulge in the moment.

Evolution of Limca Ads In 2001, the campaign Har Pyaas Bhujaaye solely was focused to give it the positioning as the drink which quenches thirst. Limcas Fresh Ho Jao Campaign was the result of the research that Limca invokes coolness and rejuvenation. In 2010, Splash of freshness campaign used romance as a key to emotional rejuvenation.

Evolution of Thums up ads With a strong taste and great carbonation, thums up ads were focused towards male who were daring Positioning has not evolved much with the basic theme remaining strong drink for people who dare to go beyond conventions Campaigns range from toofani thanda to taste the thunder to aj kuchh toofani karte hain All the ads features bollywood action stars like salman khan, akshay kumar,etc

Evolution of Pepsi Ads: In order to take on the market leader Coca Cola, Pepsi ads in the initial years were focused on the quantity (they offered much more than Coke). E.g.: Why take less when pepsi is the best and twice as much. In 1960s, Pepsi started targeting the youths with its campaign Be Sociable, Have a Pepsi They continued with youth oriented ads with Come Alive, you are in the pepsi generation in 1963. After that, Pepsi came up with Pepsi Challenge which was competitor specific ad campaign in order to surpass Coca Cola. But it couldnt surpass So, it came back to youth oriented ad campaign strategy again. In 1995, pepsi revived Pepsi Challenge, and this time it was a huge success In India, Pepsis youngistan campaign continues to be their key theme

In a nutshell, ads evolved from focusing on quantity to young generation to competitor specific to again young generation focused.

Evolution of Diet Pepsi Ads Instead of focusing with health freaks, Diet Coke focused on Young people and the ad campaign You got the right one baby, Uh-huh! became instant hit. This is diet campaign focused on the taste of the brand. The forever young focused on shifting the regular Pepsi drinkers to diet Pepsi.

Evolution of 7 Up Ads It started with the uncola campaign to help gain this lemon drink recognition amongst the cola popularity and continued with No caffeine, never had it, never will Fidi Dido became the brand mascot for 7 Up when it moved to positioning the drink as a drink for fun and wit loving people. Ridiculously Bubble campaign was focused on the idea of presenting 7 Up as a mood lighting drink Indianized version of Fido dido featured in qawwali and the Ridiculously bubbly took the form of Bheja fry, Seven up try and Keep it Cool

Evolution of Mirinda Ads It focused on taste by starting off with Give in to the taste. Indianized version was Taste mein Atka Campaign In 2008, the brand moved to the concept of fun, happiness and mischief.

Evolution of Mountain Dew Ads It started off with Yahoo Hoo, Mountain Dew, focused towards countryside folk. Later, the idea to relate Mountain Dew as Country side drink was abandoned and Do the Dew was launched. It focused on extreme sports and the adventurous spirit related to them. Cheetah bhi peeta hai and Darr ke aage jeet hai campaigns were carry forwards to Do the Dew campaigns adventure and daring theme.

What was the role played by Global advertising in shaping local advertising in India?
From this particular case, it is seen that the global advertising forms the basis of advertising the drinks in a particular country. The taglines can be twisted to match region and culture specific humors/idealogies but the core idea and the theme remains same throughout the globe. For example, the Mirindas Give in to the taste Campaign took the Indian form as Taste mein Atka. And the Ridiculously Bubbly Campaign of 7Up was famous as Bheja Fry 7up try in India. Sometimes, the local campaign is kept same as global campaigns. For example: Do the Dew Campaign was kept uniform by Mountain Dew Globally. One more thing to notice is there can be a time difference in the shift of themes across various geographies depending on the success rate of the present campaign

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