Brand : Coke
Agency: McCann
Baseline : Piyo sar Utha Ke
Well ........
Marketers some times behaves like fools !!!!!!
Why the hell one should change their best positioning statement ?
Every one loved the " thanda " campaign, there were rave reviews about Aamir and Coke. People looked forward to the next Aamir avatar .........
Then it was a surprise.. there is no thanda but some blabbering about drinking coke " Sar Utha ke?
Coke never had good time with respect to its advertising in India. Never in their second life in India, they have delivered good campaigns. Pepsi always scored with their campaigns like" Ye dil maange more" Yehi hai right choice baby", " Nothing official about it".
Then came the Thanda matlab "Coca- Cola" campaign which blew the hell out of Pepsi. Well how can anyone own some thing like " Thanda". Similar to XEROX, Coke was trying to own a whole category as such.
Then Coke changed the campaign , Why?
I don't have the answer may be the creatives in McCann may have it.
The current campaign speaks nothing. I use a straw to drink Coke, so how can I drink coke sar Utha ke?
Most of the time when I tried drinking directly from the bottle, I had encountered some unpleasant taste of "rust" from the cap of the bottle. What about the South Indians and othe non Hindi speaking consumers? Will they be impressed by the base line?
An opportunity lost for Coke . they had one BIG IDEA in " Thanda Matlab Coca-Cola "and they blew it off
Pepsi also changed its base line from time to time and it was successful. I don't find any wrong in it. sar Utha ke campaign is positioned on the pride factor. It is like having pride in drinking coke. The language is not a big problem today as maximum of the south Indians can understand Hindi. And about the rust factor I feel that it is old stock otherwise it would have not been so.
ReplyDeleteam 2 years too late to comment :)
ReplyDeleteanyway.. its someting i wondered about back then and the answer that came to mind was. why not
they had captured what they had to with thanda.. turned themselves into profit and now had to go to the next level.. the logic to me seemed like -
ok thanda - the common mans drink
sar uthake - drink it with pride no matter fi its our common drink..
seemed good to me .. dunno if it worked though...
and dunno if u ever gonna read this either.. :)