Brand: Vanilla CokeCompany: Coca Cola

USP: Ice Creamy ThandaAgency: McCann Erickson

Where PR Failed: Case Study of PR Misfired

By: Avnish & Raj

Overview

•Introduced in April 2004 in India.•Expected to boost sales.•Pesticide Controversy 2003•Successfully tested USA, Thailand and Hong Kong.•1970’s Style – Target Audience Youth•Blind tests before launch•Tag line: “Ice Creamy Thanda”•Successful Hip-Hope commercial in Thailand.•60 seconds advert on MTV, Channel V, HBO and AXN…SUN•Retro Bollywood Theme•Vivek Oberoi imitating Elvis and Bollywood actors screaming “WAKAW.”

PR Campaign

*TV commercial starring Vivek Oberoi.

*Conceptulised by Prasoon Joshi, McCann Erickson Agency.

A guy stuck in time, who is still in 80’s, Trying Only Vanilla Coke.

*60’s music composed by Vishal-Shekar.

*Promotion in Colleges & Malls.

*Retrospective Music album launch.

*Viral Marketing: SMS “Wakaw” to 8558, win goodies.

440,000 SMS in 4 weeks

Why PR Failed?

*Didn’t taste good.*Wrong targeting audience.*Premium Price*Irrelevant Advert

Bibliography

http://www.indiantelevision.com/interviews/y2k4/executive/prasoon_joshi.htm

http://www.domain-b.com/companies/companies_c/coca-cola_india/20040408_vanilla_coke.htm

http://www.coca-colaindia.com/ourcompany/company_history.html

http://www.icmrindia.org/casestudies/catalogue/Marketing1/Vanilla%20Coke%20in%20India-A.htm

http://web.utk.edu/~xcai3/images/portfolio/Coca-Cola%20Vanilla.pdf

http://books.google.co.in/books?id=K3QRwx7N-PIC&pg=PA126&lpg=PA126&dq=vanilla+coke+brand+pr+india&source=bl&ots=yDpmPw6I38&sig=CdZgORCF1no3gj_fPYqO5JFrh_E&hl=en&sa=X&ei=_GsVUf3HF8KNrgf2lYHgDQ&ved=0CE8Q6AEwBA#v=onepage&q=vanilla%20coke%20brand%20pr%20india&f=false

http://www.brandrepublic.com/news/434470/

http://marketingpractice.blogspot.in/2006/12/vanilla-coke-wakaw.html

http://www.icmrindia.org/casestudies/catalogue/Marketing1/Vanilla%20Coke%20in%20India-B-Case%20Study.htm

http://www.slideshare.net/ashoo2005/marketing-brand-failurevanilla-coke