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 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
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
 The integrated 360-
degree marketing
plan included TV,
print, consumer
activation events,
road shows, etc.
 SMS-based
promotions, games
and contests
Promotional activities  The radio branding,
in colleges & malls the optimum usage
and the launch of the of the print media,
'Retrospective' music the use of the
album 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.
 Shot of an archaic
S doorway through which
T sways an elephant,
followed
O by a stream of kids.
Everything...
R
Y is swathed in hues of
B blue. A man unfurls the
sail and looks on as it
O billows in the wind...
A
R even as this girl blows
on a feather of brilliant
D blue.
 Guys dressed in blue
S dance before a
hoarding of the
T cricket team.
O
R
Y Product shot and
B super:
Icy Cool. Pepsi Blue.
O
A
R Shah Rukh sends an
D 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