Tag Archive | "coke"

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Ambush Marketing

Posted on 22 June 2012 by Devyani Savnal (Contributing Writer)

When I first heard the term ‘Ambush Marketing’ I was curious to know what it actually means. To put it harshly, it is but a marketing technique where big corporations cash in on some major event and/or trend without paying sponsorship fees.

You must be wondering but how is that possible? Let me elaborate with an example.

Ambush marketing was first witnessed in India during 1996 cricket world cup held in the Indian Sub-continent. Coca Cola was the official sponsor of the event and they paid INR 40 crores as sponsorship fees. Pepsi single-handedly countered their world cup campaign by releasing an ad campaign with the tagline ‘Nothing official about it’. This campaign by Pepsi caught the imagination of the audience and struck a chord with them. Pepsi also signed a string of cricketers for this campaign and as part of their contracts told them not to approach coke advertised trolleys during the drinks break. Thus, thanks to ambush marketing, Pepsi outshone the official sponsors and emerged the ‘official’ winner.

From there, ambush marketing just took off…

Pepsi paved the path and many more brands followed their example. The episode with Jet Airways, Kingfisher Airlines and Go Air is a remarkable example of Ambush Marketing.
The events transpired as follows:

  • Jet Airways put up a hoarding that read, “We have changed”,
  • Kingfisher Airlines countered that by adding a hoarding above which read, “We made them change”
  • Finally Go Air put a banner above these two which read, “We’ve not changed!”

This sure created for a comical scenario. Nonetheless, all brands managed to get their point across and register the same with the audience.

Another example of ambush marketing is what happened between Hindustan Unilever and Procter & Gamble (P&G). P&G launched an advertising campaign for the re-launch of Pantene with the tagline that read, ‘A mystery shampoo. Eighty percent women say it is better than anything else they’ve used.’

A few days after the release of this campaign and before P&G could unveil this ‘new’ shampoo, Hindustan Unilever ambushed the ad by placing an adjacent hoarding with the tagline ‘There is no mystery, Dove is the No. 1 shampoo’. Brilliant, eh?

Of late, India has witnessed a rise in the number of ambush marketing cases. It is to be seen everywhere now; be it on hoardings and banners or TVCs. Given its rise, one can ask whether ambush marketing is ethical or not. My personal opinion is that the question of ethics doesn’t arise. Ambush marketing is being practiced because of the fierce competition, and the need to have constant connect with the TG. For that, the companies are always in search for ways and means to outsmart their competitors. As long as no harm is done, ambush marketing makes for good entertainment for the audience and brownie points for the brand.

A final point I’d like to make here is that ambush marketing is good for the advertising industry. When done within legal boundaries it promotes clever advertising. (In India, there is almost no protection against indirect ambush marketing. However, for direct ambush marketing, there are several laws like The Trade Practices Act, the Trade Marks Act, The Copyright Act, The Counterfeit Goods Act and the Merchandise Marks Act.) It drives both agile and creative behaviour amongst marketers and also induces a fresh new buzz into the product category. Brands of shampoo don’t normally set our pulse racing, but the scuffle between Dove and Pantene certainly captured our mind space and imagination.

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Imran Khan adds fizz to Coca-Cola

Posted on 15 February 2010 by BMMBoxer

Imran Khan, the Bollywood star who made a smashing debut with Jane Tu Ya Jaane Na is all set to debut in the world of endorsements. Imran has been signed as the brand ambassador of Coca-Cola.

Talking about the association, Imran said, “This is actually the first and the only endorsement I have signed over a year and a half since I have joined the film industry. This was the only endorsement that I wanted to sign before they ever came to me. I think Aamir has been endorsing Coke for 10 years now and ever since I was a kid, I used to watch his ads. I have always considered Coca-Cola to be synonymous with refreshment and happiness. I am sure everyone will find the new Coca-Cola communication extremely engaging.”

The new campaign also features Kalki Koechlin (from Dev D). Speaking about the TVC, Imran added, ‘The entire concept of the film is about how Coke breaks the ice between two characters who might not have been together, if Coke wasn’t there. What is really interesting in the ad is that we have used an imaginary bottle.’

The campaign was conceptualized by the creative team of McCann Erickson and was directed by Dibakar Banerjee (director ‘Khosla Ka Ghosla’ and ‘Oye Lucky! Lucky Oye!’).

Coca-Cola also plans to get mamu Aamir Khan and nephew together for an ad shortly. Until then, enjoy this one..

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Coca-Cola launches Burn, energy drink for premium markets

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Coca-Cola launches Burn, energy drink for premium markets

Posted on 02 December 2009 by BMMBoxer

Coca-Cola, the global leader in the beverage industry lately added a new drink in their kitty. It has brought to India the global brand Burn, which already has a huge presence in the European markets. Burn is positioned as an energy drink for the niches. Coca-Cola officials further add that Burn is targeted at the trendsetting, socially active and adventurous young adults.

Burn will be competing with arch rival Gatorade (from PepsiCo) apart from Red Bull and Cloud 9. Currently, the energy drink sector in India is estimated at a whooping Rs.200 crore and thus attracts the big players in the industry.

Ricardo Fort, vice-president, marketing, India and Southwest Asia confirmed the news and said, “We have always assessed and researched the opportunities to expand and diversify our beverage portfolio. We are happy to announce the launch of our globally successful energy drink in India.”

Speaking about Burn, the product is priced at Rs.75 for a 250 ml can and will be available at selective premium channels across Mumbai, Delhi and Bangalore. Burn will be marketed through an intensive below-the-line programme along with presence in other media forms.

Let’s hope Burn sets the market on fire.

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Coke’s Open Happiness Campaign

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Coca-Cola’s “Expedition 206” – latest and the largest social media campaign

Posted on 25 October 2009 by BMMBoxer

Coke-Expedition 206

Coke-Expedition 206


What happens when the world’s oldest soft drink brand decides to go for social media? Nothing more than the most innovative and largest social media campaign in recent times. Coca-Cola Co. is launching a social media campaign called “Expedition 206”, in which a team of three bloggers will be sent to 206 countries in a year to uncover what makes people happy, as part of the soft drink maker’s “Open Happiness” campaign.

The campaign will include all the social media efforts which include blogging, posting updates on Twitter and adding videos to YouTube. Consumers apart from interacting with the team can also suggest them various things to do during their journey.

The team of three people is yet to be shortlisted and will be done via voting through online. The three travelers will spend the entire year travelling around the 206 countries, where Coke is sold. The team will meet the locals, tell stories on the trip’s Web site and take part in events like the Winter Olympics in Vancouver. The entire cost will be borne by the company apart from their salary which will not be disclosed.

“It’s not about having the Coca-Cola brand first and foremost, centre of the screen,” said Adam Brown, director of Coca-Cola’s Office of Digital Communications and Social Media. “It’s about telling the story that involves Coca-Cola that involves the attributes of what Coca-Cola is about, optimism and joy.”

The trip begins Jan. 1 in Madrid. In the first month, they’ll go to 17 countries, including Venezuela, Brazil, Bolivia and Panama. It ends Dec. 31 at Coca-Cola headquarters in Atlanta. The travelers will mostly be on their own but will connect with local Coca-Cola representatives and be escorted in certain countries, Brown said.

Nine finalists have been shortlisted and votes can be cast at www.expedition206.com till November 6, 2009. The winning team will be announced by end of November.

Hope the trio as well as Coke enjoy the journey and reach their desired destinations..

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Coke – Most valuable brand in the world (Source: Business Week and Interbrand)

Posted on 21 September 2009 by BMMBoxer

Coca-Cola may be 123 years old, but the brand’s journey is far from over. Coke has been ranked as No. 1 in the study of the most valuable brands in the world. Coke’ brand value is listed at $68.7 billion, up by 3 percent from last year. The brand has been maintaining its rank since the inception of the study in 2001. IBM, Microsoft, General Electric and Nokia followed Coke.

Top Brands

1. Coca-Cola $68.7 billion
2. IBM $60.2 billion
3. Microsoft $56.6 billion
4. GE $47.8 billion
5. Nokia $34.9 billion
6. McDonald’s $32.3 billion
7. Google $32.0 billion
8. Toyota $31.3 billion
9. Intel $30.6 billion
10. Disney $28.5 billion

The overall value of the world’s Top 100 marks witnessed a decrease, according to the study. The world’s foremost brands in value are now worth $1.15 trillion, down by $55.5 billion, a decrease of more than 4 percent.

The study also highlighted the effect of recession on the financial sector as HSBC, Citi Group fell in their rankings, while Merill Lynch, American International Group and ING dropped off the rankings.

Google, Amazon and Spain’s Zara remained amongst the biggest gainers in brand equity in 2009.

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