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
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