CASE STUDY ON COKE & PEPSI BRAND EXTENSIONS

PEPSI AHa

LAUNCHEDApril 5th 2002

TARGET GROUPIts consumer base comprised of largely the 35-year plus adult.

SALESSALES Pepsi Aha which had already Pepsi Aha which had already

notched up sales of Rs 25 crore notched up sales of Rs 25 crore in less than a month & Rs 80 in less than a month & Rs 80 crore within four-and-a-half crore within four-and-a-half months of launch in the country. months of launch in the country.

Cannibalisation to the extent of Cannibalisation to the extent of about 30-35 per cent by Pepsi about 30-35 per cent by Pepsi Aha into brand Pepsi's share.Aha into brand Pepsi's share.

Pepsi and Pepsi-Aha together Pepsi and Pepsi-Aha together held over 23.5 per cent of the held over 23.5 per cent of the market share . market share .

PACKAGINGPACKAGING Was introduced in 500 ml PET bottles Was introduced in 500 ml PET bottles

priced at Rs 15 eachpriced at Rs 15 each The brand was rolled out in 300 ml glass The brand was rolled out in 300 ml glass

bottles priced at Rs 10 each bottles priced at Rs 10 each Also available in 330 ml cans for Rs 18 Also available in 330 ml cans for Rs 18 Besides in 1.5 and 2-litre PET bottles,Besides in 1.5 and 2-litre PET bottles, and in 200 ml glass bottles in select and in 200 ml glass bottles in select

markets markets The brand has done well, especially in the The brand has done well, especially in the

300 ml and 500 ml bottles. 300 ml and 500 ml bottles. Pepsi has invested in plastic shrink sleevePepsi has invested in plastic shrink sleeve

wrapping (on the neck of the bottle) for wrapping (on the neck of the bottle) for Aha glass bottles.Aha glass bottles.

Taking a break from the shoot,Madhavan gives an interview. The anchor bubbles into thecamera, "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...

AHA STORYBOARDAHA STORYBOARD

done in two languages." Signingon one autograph after the other,he carries on. But! Before Madhavancan sign on this card, the guy grabsthe 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 A-ha 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 few ads featured Shah Rukh Khan

Vanilla Coke TVC

LAUNCHLAUNCH

7 April 2004 in Delhi later in 22 7 April 2004 in Delhi later in 22

key cities across the country key cities across the country

TARGET AUDIENCETARGET AUDIENCE

The product is targeted at the The product is targeted at the urban youthurban 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 cans.

PROMOTIONSPROMOTIONS The integrated 360-

degree 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-Cola India's website

Promotional activities in colleges & malls

and the launch of the 'Retrospective' music

album

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 Coke launches the advertising campaigns

BEHIND THE SCENESBEHIND 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 EXPECTATIONSSALES EXPECTATIONS It was launched to prop up the Coke brandIt was launched to prop up the Coke brand From its current 15% market share, Vanilla From its current 15% market share, Vanilla

Coke was expected to retain about 7% Coke was expected to retain about 7% to 10% in the current year.to 10% in the current year.

The company was looking to add 20% The company was looking to add 20% additional franchise post launch of Vanilla additional franchise post launch of Vanilla Coke.Coke.

Vanilla Coke has been very Vanilla Coke has been very successful in the International successful in the International markets and it was expected that the markets and it was expected that the product has the potential to be a product has the potential to be a bestseller here in India too.bestseller here in India too.

RESULTRESULT 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 not sustain the initial push for the product.

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.

Shot of an archaic Shot of an archaic doorway through which doorway through which sways an elephant, sways an elephant, followedfollowedby a stream of kids. by a stream of kids. Everything... Everything...

is swathed in hues of is swathed in hues of blue. A man unfurls the blue. A man unfurls the sail and looks on as it sail and looks on as it

billows in the wind...billows in the wind...

even as this girl blows even as this girl blows on a feather of brilliant on a feather of brilliant

blue.blue.

SSTTOORRYYBBOOAARRDD

Guys dressed in blue Guys dressed in blue dance before a dance before a hoarding of the hoarding of the

cricket team.cricket team.

Product shot and Product shot and super:super:

Icy Cool. Pepsi Blue.Icy Cool. Pepsi Blue.

Shah Rukh sends an Shah Rukh sends an eagleeaglesoaring into the sky. soaring into the sky.

SSTTOORRYYBBOOAARRDD

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.

PACKAGINGPACKAGING Was made available in 300 ml Was made available in 300 ml

returnable glass bottles priced at Rs 8returnable glass bottles priced at Rs 8

500-ml PET bottles, at Rs 15. 500-ml PET bottles, at Rs 15.

Non-returnable, 250-ml Pepsi bottles, Non-returnable, 250-ml Pepsi bottles, priced at Rs 12 eachpriced at Rs 12 each

TAGLINETAGLINEDrink Pepsi Blue. Cheer for the men in Drink Pepsi Blue. Cheer for the men in

blue.blue.

PROMOTIONAL CAMPAIGNS Heavily promoted by PepsiCo withHeavily promoted by PepsiCo with

advertisements by the indian cricket teamadvertisements by the indian cricket team Unveiled by PepsiCo's brand ambassadorUnveiled by PepsiCo's brand ambassador

and popular Telugu film star Pawan Kalyan.and popular Telugu film star Pawan Kalyan. The entire campaign is designed to The entire campaign is designed to

connect with cricket-lovers across the connect with cricket-lovers across the country & cricket-lovers were expected to country & cricket-lovers were expected to celebrate with Pepsi Bluecelebrate with Pepsi Blue

To complement the launch of Pepsi Blue, To complement the launch of Pepsi Blue, the company came up with a major the company came up with a major promotional drive `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 TVCPepsi Cafechino TVC

LAUNCHLAUNCH Pepsi Cafechino India’s first cola drink with a Pepsi Cafechino India’s first cola drink with a

mocha-latte shot mocha-latte shot was launched on the January was launched on the January 2121stst on Sony's Indian Idol. on Sony's Indian Idol.

Brand ambassadors Kareena Kapoor and Brand ambassadors Kareena Kapoor and

Priyanka Chopra appeared on the show wearing Priyanka Chopra appeared on the show wearing the same clothes that they had worn in the ad. the same clothes that they had worn in the ad.

This is hyperactive placement, as the brand is This is hyperactive placement, as the brand is not just present in the show, but the brand not just present in the show, but the brand ambassadors use and refer to it blatantly . ambassadors use and refer to it blatantly .

TARGET GROUPTARGET GROUP It was a It was a uniquely mapped a beverage offering to uniquely mapped a beverage offering to

the young people's evolving needs and lifestyles . the young people's evolving needs and lifestyles .

Promotional campaignsPromotional campaigns The campaign for the new product is slightly different from The campaign for the new product is slightly different from

the mainstream Pepsi campaigns.the mainstream Pepsi campaigns.

The Pepsi officials see the new variant as ‘a great way to kick-The Pepsi officials see the new variant as ‘a great way to kick-start the New Year & gave cafechino a more innovative look.start the New Year & gave cafechino a more innovative look.

Pepsi would use the same price line and marketing Pepsi would use the same price line and marketing techniques for urban and rural areas but the concentration of techniques for urban and rural areas but the concentration of the new product in terms of supply and visibility would be the new product in terms of supply and visibility would be largely concentrated in the top 18 cities of the country.largely concentrated in the top 18 cities of the country.

To lure passers-by Cafechino, Pepsi is using an aromatic point To lure passers-by Cafechino, Pepsi is using an aromatic point at the sales joint, emitting coffee aroma. at the sales joint, emitting coffee aroma.

The company also put up a preview of the product in the The company also put up a preview of the product in the Pepsi zone on the web. This enables the consumers to order Pepsi zone on the web. This enables the consumers to order the product online. (getting an average of 200 orders an hour the product online. (getting an average of 200 orders an hour on the website, so the response has been great )on the website, so the response has been great )

AVAILABILITYAVAILABILITY

The drink was available in 200 and 300 The drink was available in 200 and 300 ml glass bottles, 600 ml PET bottles ml glass bottles, 600 ml PET bottles priced at Rs 20 and also in the 250 ml priced at Rs 20 and also in the 250 ml non-returnable glass bottles non-returnable glass bottles

TAGLINETAGLINEkiss of cola and a kick of kiss of cola and a kick of

coffee…..”kinky”coffee…..”kinky”

Behind the scenesBehind the scenes The television commercial is produced The television commercial is produced

by Farah Khan’s Red Chillies by Farah Khan’s Red Chillies Entertainment.Entertainment.

While the television commercial has While the television commercial has

been directed and choreographed by been directed and choreographed by Farah Khan Farah Khan

Print advertisements have been shot Print advertisements have been shot by Atul Kasbekar. by Atul Kasbekar.