VANILLA COKE

ADVERTISING CAMPAIGN

Vanilla Coke, launched first in Delhi IN April this year

Continuation of the endeavor to offer new products to the consumer by Coke

Vanilla Coke has been very successful in the international market and the product has the potential to be a bestseller here in India too.

The strategic intent

April-May is a period of relatively heavier CSD (carbonated soft drink) consumption. The key challenge here was to leverage the current Thanda Matlab Coca-Cola equity and at the same time create a distinct positioning for Vanilla Coke.

The strategic intent

A fair amount of consumer understanding market research, concept development and trends in the upper social economic classification (SEC) urban youth segment have been the fundamental premise in arriving at this particular positioning and creative route.

The strategic intent

The integrated 360-degree marketing plan was derived from Coke's international learnings and covered all elements of consumer contact - whether above-the-line or below-the-line. This included TV, print, consumer activation events, roadshows, SMS promos, etc.

The strategic intent

The detailed marketing launch plan in India was customised to suit the local environment in terms of tapping into the consumer trend towards retro. TV commercial, the radio branding, optimum usage of the print media, Internet via Coca-Cola India's website, Wakaw's VC aimed to totally bedazzle the consumer with its campaign.

Wakaw's VC and not Coca-Cola's VC

The term 'Wakaw' has stringed for itself. Essentially a nonce word, it traces its origin to a 70's Bollywood flick; the reference there also being gibberish. the unique association that has been engendered in the public mind by the two words: Wakaw and Pakaw.

The strategic intent

They immediately connect with the brand. No other brand which has used sound mnemonics, has really managed to make such a strong connect coupled with its emphatic recall value. As compared to it's mother brand Coke, although the new flavour extension has managed to keep its integral Thanda link with its tagline 'ice creamy thanda.'

The Target audience

Priced reasonably (200 ML VC retailed at Rs 5, the can priced at Rs 20 in Delhi) considering its niche market value, the target group (TG) is essentially the urban youth

Three kinds of consumers

1 The bold, innovative and adventurous 2. The Followers 3. The Laggards This campaign essentially targets the third category and beckons them to try the product. Therefore the whole retro slant and the character being stuck in time. Also, when you have to launch a product like VC which is a new and foreign concept, you have to excite the consumer."

Three kinds of consumers

The adventurous will sample it anyway so there's no point in really concentrating on them. The laggards are the one's who are the toughest to impact. The ad looks at stimulating impulsive behaviour.

The choice of Vivek

Vivek Oberoi is a youth icon To capture the sixtees and seventies era but at the same time not be totally true to it. Vivek's image had to have exotic ethnicity. It had to be something like a foreign eye looking upon an Indian icon.

The choice of Vivek

The image was a parody and therefore there was a need for it to be sophisticated; as parodies have an affinity to turn into a kitschy affair key point of note here was to ensure that it is not completely viewed as Indian but also make it culture specific. A clear correlation with the TG was fundamental

The integrated communications

the multimedia coverage, capitalised on the ads' unique selling proposition (USP) and its great hook called 'Wakaw. This ad had a number of elements to capitalise on. the Wakaw platform on TV, radio, print and Internet.

The integrated communications

The two-phased event, aimed at visibility and sampling of the brand was a 70-day campaign. The world goes Wakaw - Dancers on Lambretta scooters with product cart in tow. Sampling activity taking place in the background. Followed by constant announcement of the product.

The integrated communications

Aao Twist Karen - Wakaw dancers going to 10 cities in the country and involving consumers with classical and remixed numbers from the 70's, with gathered audience judges for the impromptu competition. The paraphernalia were cool, 'ice creamy thanda' accessories.

The integrated communications

This revolutionary ad campaign designed to lure the youth, most definitely seems to have made a mark. Coca - Cola has launched its first new flavour extension and has managed to create a hype that the Indian industry has not seen in a while.

The hurdles
A hurdle that VC faces is the margin it offers to retailers. The margin of Coke as compared to VC is a lot more. Coke offers 40 paisa while VC offers only 25. Hence, the lack of incentive for the retailer could be a major obstacle in the distribution process Pepsi becomes a more viable product to store because of the profit margin. The 200 ml glass bottles and 500 ml pet bottles are more in demand currently.

A huge campaign for a niche product

A feeling of excitement in the market about the company. To keep being innovative with end-users, to ensure the brand value in the minds of the consumer keeps growing and also the sustenance of the image. The VC campaign, apart from making the consumer aware that the drink is now in India, has had a major rub off in terms of tangibles, that is, sales towards the mother product Coke.