The Hindu Business Line : Coke rolls out new campaigns across brands

Chennai, Feb. 28 Coca-Cola India, which is rolling out new campaigns for all its brands, is taking the 360-degree approach to connecting with consumers. OOH (out-of-home) media is coming in for special focus.

Speaking to Business Line, a company spokesperson said Coke will extensively use hoardings and other outdoor media, sampling and experiential marketing like never before.

For use on OOH media, it has commissioned separate shoots rather than using a visual from the TV commercial. Further, the creatives are customised to the location of the OOH medium, depending on whether it’s situated near a movie theatre or a campus or a youth hang-out.

This is designed to break clutter as well as create a connect in the consumers’ minds between the brand and the various media it employs, the spokesperson said. A new visual holds the attention, drives home the message and triggers off associations of the same campaign in other media, he added.

For the Coke campaign featuring Hrithik Roshan, scheduled to break by March 1, separate visuals of him drinking the cola have been shot for the OOH media. Bearing the new tagline Jashn Mana Le, the campaign takes the Thanda Matlab Coca-Cola campaign to a new level, the spokesperson said. All the campaigns for the different brands of the company end with Coca-Cola India’s tag line unveiled last year - ‘Little Drops of Joy’, which reflects the corporate identity.

The Maaza campaign goes to the market boasting of a seedless mango (‘Bina Guthli Wala Aam’), Thums Up features actor Akshay Kumar and a car chase in a Taste the Thunder campaign, Minute Maid focuses on the pulp in the orange and Fanta talks about its “Orangey Blast”. The campaign for Limca is still being readied.

While the spokesperson declined to divulge details about market shares and ad spends, beverage industry experts say that in 2007, the cola companies, mainly comprising Coke and Pepsi, spent Rs 290 crore on advertising.

The soft drinks market is estimated at over Rs 6,000 crore and 550 million unit cases, where colas account for Rs 3,200 crore, clear lime accounts for Rs 1,600 crore, cloudy lemon for Rs 800 crore and orange for Rs 1,000 crore. Coke reportedly has 60 per cent market share with all its brands included.

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