Are you CRAZY enough to make the world happier? “Crazy for
Good / Happiness” a latest campaign released globally by Coca – Cola. Simple
but effective & precise campaign communication strategy being used while on
other side Pepsi has also released new campaign Pepsi! Oh Yes Abhi (Now).
Though, Pepsi is ahead than Coca – Cola in Indian Soft drinking beverages
market.
Be Crazy or Pepsi! Oh Yes Abhi:-
Campaign of Coca Cola: - (1) Khushiyaan Lutao, Crazy kehlao (2) Bewajah Khushiyaan Lutao, Coca Cola Pilao. Ultimately only Global Message: - “Share / Contribute Happiness & Be Crazy without any Reason”
Campaign of Pepsi: -
Pepsi! Oh Yes Abhi (Now). This campaign is specially developed for IPL (Indian
Premier League) Cricket Season 6 which is being endorsed by multi star as well
as cricket players.
Branding Strategy:
- Since Coca – Cola brand has taken reposition & developed new image “Open
Happiness” globally, which is being always coming with creative, innovative and
heart touching (emotional) campaign. Coca – Cola has taken strong position by
being focus on “Craziness & Happiness” towards consumers. Since 3 months, Coca cola has already been
released at least 4-5 TVC campaign in India and became too much popular.
Advertisement Link: - http://www.youtube.com/watch?v=jyEWtpYtpv4
Indian Version
http://www.youtube.com/watch?v=lfITYJoU-hY
Indian Version - 45 Sec.
http://www.youtube.com/watch?v=iPaJa4sYTb0 South Africa campaign
http://www.youtube.com/watch?v=KKfwOJzWxmE
Ukraine campaign
http://www.youtube.com/watch?v=CSiSU_XX_Bo
Indian Version
https://kindness.coca-cola.com/in/index.aspx
developed by Coca-cola where you can share your story as well as share &
spread happiness. Recently, one campaign
released Zainab Imran from Pakistan who is blind, Since 10 years she is
spreading happiness through music in hospital towards children who are unwell
or sick. And children feel happy, smile on their face by being listen music.
Advertisement Link: - www.youtube.com/watch?v=7AneAH5mVAI
(Zainab Imran from Pakistan – Happiness through Music)
Overall, all campaigns are being coverage not only target
audience but also part of corporate social responsibilities which is
influencing & inspiring to consumers too.
The other strategy being used very silently by Coca – Cola,
that TVC is highlighting price offer for
200ml. Recently two Television commercial have been released which is
being endorsed by 3 star celebrities (Bollywood movie ‘Student of the year’),
brand is conveying same message but at the end of campaign voice over is saying
“Bewajah Khushiyaan Lutao, Coca – Cola Pilao
(Contribute Happiness without reason, to drink other Coca – Cola) along with
silently highlighting price of 200 ml (INR 8 for 200 ml).
Advertisement Link (Price
Highlighting):-
http://www.youtube.com/watch?v=SdUqxX8ZKNw
Celebrity of Bollywood movie Student of the year
http://www.youtube.com/watch?v=lcMDwZgeRY0 (INR 8 for 200 ml)
Whereas Pepsi is
rolled out with special campaign on the occasion of IPL cricket Season 6 “Pepsi!
Oh Yes Abhi (Now)”, which is being endorsed by Bollywood star Priyanka Chopra
& Ranbir Kapoor as well as Indian Skipper M.S. Dhoni & other cricket players.
This campaign is created especially for IPL cricket only & conveying simple
message that “winner can be anyone but Pepsi Right now only”.
Advertisement Link of Pepsi:
- http://www.youtube.com/watch?v=goBKNZJYjNo
Priyanka Chopra
http://www.youtube.com/watch?v=PQTWY11NtN8
Ranbir Kapoor
Campaigning strategy is not much giving impact on brand
equity & also on consumers too. It is very simple but it looks good only
due to IPL cricket atmosphere & enthusiasm. Branding & communication strategy
should be always highlighting towards consumers only which can be little lack
of strategy as compared to Coca – Cola.
Overall, Pepsi has
made frequently change in its punch line / tagline which is core part of brand
image for consumers like: - (1) Yeh Dil Mange More (2) Ye He Youngistan Meri
Jaan (3) Change the Game (Focus on Cricket). If you can pick up brand Thums Up
in India: - Only one tagline since many years “Taste the Thunder” which is
strongly built up in the mind of consumers. So, frequently change in punch line/
tagline; it gives impact on brand image. Because, once consumers can ready
& willingly enable to identify brand, then it does not require changing. It
can be change in campaign but message should be same.
Conclusion: -
Both Coca – Cola & Pepsi are attempting good to cover market share &
overall Coca – Cola is focusing much on global market & also executing same
strategy globally too.
I would like to share that switching the brand is tough task
for both brand Coca – Cola & Pepsi. Because those consumers who are liking
either Coca –Cola or Pepsi, rarely they may switch over the brand vice versa
and soft drink market is always “Taste Conscious” rather than price or
promotional offer. Despite of launching new scheme or various offers, it
will not give expected result either in sales volume or market growth. It can
be much better that brand should have to more emphasize on to make loyal
consumers & maintain them, then simultaneously it can execute different
strategy in order to switch the brand.
Let’s see how things will
be change Crazy for happiness or Pepsi! Oh Yes Abhi…
