Escolar Documentos
Profissional Documentos
Cultura Documentos
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...
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.
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
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.
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.