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Tag: Coca-Cola

  • A "metaphorical" installation in the form of a Coke bottle

    Coke & Ogilvy unveil a new experiential campaign

    This Ganesh Chaturthi, Coca-Cola and WPP Open X led by Ogilvy have unveiled a new experiential campaign tagged – Happy to Queue.

    The Happy to Queue experience at the Andheri Cha Raja celebration during Ganesh Utsav took the shape of a Coke bottle, where festival-goers were greeted with mist fans, aromatic Coca-Cola bubbles, and, of course, a chilled bottle of the cola drink.

    Said Kaushik Prasad, Senior Director, Marketing for Coca-Cola category at The Coca-Cola Company’s India and Southwest Asia Operating Unit: “At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrance of our rich culture. With “Happy to Queue”, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Real Magic is when you can make standing in a line exciting & refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles.”

     

     

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  • Embarks on a journey of taste and nostalgia reliving Raj Kapoor's legendary charisma

    Coca-Cola Foodmarks launches with celebratory campaign

    Coca-Cola India has announced the launch of Coca-Cola Foodmarks in India, under its ‘A Recipe for Magic’ global campaign. Coca-Cola Foodmarks celebrates global “food landmarks” which are destinations and experiences with a recipe of three key ingredients: the perfect moment, the perfect meal and an ice-cold Coca-Cola.

    As its global rollout, the launch event in India was held at Embassy restaurant, an iconic standout in Connaught Place in Delhi. It was graced by Janhvi Kapoor and Karisma Kapoor who honoured the legendary Raj Kapoor. The highlight was the timeless photograph of two icons, Raj Kapoor and bottle of Coke, both in one frame!

    Said Kaushik Prasad, Senior Director – Marketing, Coca-Cola INSWA: “We are thrilled to introduce Coca-Cola Foodmarks in India, a country known for its rich culinary heritage and vibrant food culture. Coca-Cola Foodmarks embodies the essence of Coke that is to spread Real Magic of shared moments, cultural nuances and culinary excellence. We are excited to bring this experience offering patrons an opportunity to savor flavors while creating lasting memories.”

  • This is part of the four-year global strategic partnership agreement between the ICC and Coca-Cola

    Coca-Cola bats for ICC Men’s WC 2023

    By Our Staff

     

    Coca-Cola and the International Cricket Council (ICC) have team edup for the upcoming 2023 ICC Men’s Cricket World Cup. The collaboration is a part of the four-year global strategic partnership agreement between the ICC and the beverage major. The partnership entails Coca-Cola becoming the exclusive non-alcoholic beverage partner of the ICC.

     

    Said Arnab Roy, Vice President, Marketing Coca‑Cola India and Southwest Asia at Coca-Cola India: “We believe that the ICC Cricket World Cup is the biggest cricket event for the country. Partnership with the ICC provides us with a great opportunity to bring together our customers, consumers, brands, and cricket. Our brand activations will engage consumers through innovative offline and online promotions and create memorable experiences for sports fans”.

     

    Added Anurag Dahiya, Chief Commercial Officer, ICC: “The ICC Men’s Cricket World Cup 2023, the pinnacle event in the cricketing calendar, will feature the world’s best teams competing for ultimate glory. We are excited about our partnership with Coca-Cola, which promises to deliver a refreshing cricketing experience set to captivate audiences and present a grand showcase of their emotions.”

     

    The four-year agreement includes all ICC events around the world including the ICC Men’s Cricket World Cup 2019 in England and Wales, the ICC men’s and women’s T20 World Cups in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023 amongst other global tournaments.

     

  • Onboards Tiger Shroff

    Coca-Cola Zero Sugar is back with another campaign

    By Our Staff

     

    Coca-Cola Zero Sugar is back with its new campaign ‘Best Taste Ever?’ with continued efforts to increase no-and low-calorie beverage options. The brand has associated with Tiger Shroff  to further aid the brand in establishing resonance with the youth and millennials in India.

     

    Commenting on the launch of the new campaign, Kaushik Prasad, Director, Marketing, Coca-Cola India said: “We are excited to offer Coca-Cola Zero Sugar, our best offering yet that is closest to the original taste of Coca-Cola with no calories. We want to offer choice so consumers can enjoy the great taste of Coca-Cola without the sugar. For many people, it’s surprising to hear that a zero sugar variant of Coke actually exists, that tastes like the real thing! Well, you will have to try it yourself to find out.”

     

    Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “When we told people, it’s zero sugar but has the same great original taste, the reaction we got was, “Really?”. So, we built the whole idea for Coke Zero on this great surprise. It was super fun to collaborate with Tiger to bring this fun idea to life. We will see way more things on this idea in the near future, so stay glued to the great taste, literally.”

    Campaign link: https://www.youtube.com/watch?v=BTFsWPTwddo

     

  • Urges people to celebrate this Diwali in-person and bring back the magic of social connections

    Coca-Cola rolls out festive campaign

    By Our Staff

     

    Kicking off the festive fervour around Diwali, Coca-Cola has unveiled a new #MilkeHiManegiDiwali campaign.

     

    Conceptualised by Ogilvy, the 360-degree campaign will be amplified across television and digital touchpoints for optimised reach.

     

    Commenting on the new campaign, Kaushik Prasad, Director, Marketing, Coca-Cola, said: “Coca-Cola believes that Real Magic happens when people come together, share moments and create lasting memories. Festivals are the perfect occasions to bond with the ones we love and so this Diwali, we want to encourage people to do just that, to meet and not just greet each other and to create memories to cherish for years to come, of course over a chilled Coke. We’re excited to bring this invitation to people through a 360-degree campaign, which we hope will provide a positive nudge for people to come closer together.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Real magic happens when we meet in person. And not just online. This Diwali, Coke with its inviting bottles of Coke is doing just that. ‘Gale milke kaho Happy Diwali’ is urging people to do make the effort to meet in person and hug again to really enjoy the real magic in life. The campaign comes alive from packaging, TVC to a full-fledged 360 plan.”

     

  • To re-instate it as the go-to refresher drink while binging on OTT content

    Sprite partners OTTs in new campaign

    By Our Staff

     

    Sprite, the lemon and lime-flavoured beverage by Coca-Cola, has unveiled a new campaign to re-instate its positioning as the go-to refresher drink. The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content – making Sprite their choice of beverage.

     

    Sprite has partnered with Amazon Prime Video and Voot for the campaign. In addition to this, the film features popular OTT and film stars Ali Fazal, Shweta Tripathi, and Divyendu Sharma. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.

     

    Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavours Category, Coca-Cola INSWA, said: “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood. We are thrilled to partner with some of India’s biggest OTT platforms and stars, who are sure to help us further enhance our consumer touchpoints and audience engagements.”

     

    Added Ritu Sharda, Chief Creative Officer, Ogilvy India (North): “Sprite is known to be the choice of refreshment that cools you when you lose your cool. Now with Friday Release, a new property that lets you win OTT subscriptions through Sprite bottles, we wanted to get India’s hottest heads to take the idea of Thand Rakh forward. The film pushes the ritual of watching content accompanied with a Sprite and what happens when someone comes in the way of you and your content. Rest assured, Sprite shows how to enjoy your content and stay chill no matter how heated the situation. Enjoy it with a chilled Sprite in your hand. And if something comes in the way, thand rakh!!”

     

  • GroupM, Publicis Media Group and Dentsu International led the Media Agency groups

    COMvergence launches new biz barometer for FY21

    By Our Staff

     

    COMvergence, an independent research and data consultancy, which analyses media spend investments and produces benchmark studies on new business performances, released its latest New Business Barometer for the FY 2021 for India.

     

    The Media Agency Groups were led by GroupM with a total new business value of +$1028M, followed by Publicis Media Group at +$188M new business value and dentsu International with a new business value of +$161M respectively.

     

    Mindshare from the GroupM umbrella led the media agencies’ ranking by a large margin followed by Wavemaker at the second rank, followed by Starcom, Initiative and Madison Media.

     

    In 2021, COMvergence assesed an overall of 332 account moves and retentions in India with media spends estimated to be around $2.3BN.  This figure (of around $2.3BN)  represents  about 25% of the Indian media agency billings ($9.2B), whilst the retention rate for India is 43% for 2021.

     

    Around $922M were from global and multi- country pitches and $1338M were local pitches in 2021.

     

    Unilever, Coca-Cola, L’Oréal and Meta ( formerly Facebook), PhonePe, CRED, Viacom, Perfetti, Tata Consumer Products, Rohit Surfactants Private Limited (RSPL),Oppo Electric Corp, Ola (Electric) were among some of the  account moves that dominated the Indian market in 2021.

     

  • Unveils campaign featuring Kriti Sanon

    Coke invites fans to try the new Coca-Cola Zero Sugar

    By Our Staff

     

    Coke has launced an advertising campaign for its Coca-Cola Zero Sugar The marketing campaign features actor Kriti Sanon.

     

    Commenting on the launch in India, Shrey Vig, Brand Manager, Coca-Cola Zero Sugar, Coca-Cola India and South-West Asia, said: “At Coca-Cola, we strive to provide choices to consumers across the portfolio and as part of that we are excited to launch our latest offering – new Coca-Cola Zero Sugar, which allows consumers to enjoy the great taste of Coca-Cola with zero calories. It’s been launched globally and we’re getting great response from around the world, so we’re thrilled to introduce it in India.”

     

  • 'Coke Meal Tables' with Diljit Dosanjh in Punjab

    Coca-Cola unveils new campaign

    By Our Staff

     

    Diljit Dosanjh, Coca-Cola India brand ambassador, has unveiled the company’s new campaign “Coke Tables” in Punjab. The campaign will go live on TV channels in Punjab and will also have a digital leg.

     

    Commenting on the new campaign, Kaushik Prasad, Director Marketing- Coca-Cola said: “Coke goes really well with food and as a brand, we strive to inspire human connections and togetherness and this campaign does just that – it is a call for people to come together and to share a Coke and a meal! At Coca-Cola, we truly believe anywhere you have food & Coke is a chance to get together to create real magic. And we are ecstatic to have India’s most beloved pop-star Diljit Dosanjh kick-start this campaign in Punjab.”

     

  • In winning the Coca-Cola business, Mark Read follows Sir Martin Sorrell in integrating group firms for pitching globally, writes Prabhakar Mundkur

    The Rise of the Holding company

     

     

    By Prabhakar Mundkur

     

    Prabhakar MundkurWhen WPP won a large part of the Coca-Cola business worth $4 billion, it was an affirmation that the holding company once looked upon as just a holding company that does nothing but inspects individual company, P&Ls had transformed themselves into an integrator of their individual companies.

     

    True integration has eluded the ad agency business for over two decades now, if not more. Sir Martin Sorrell took the lead for integration by pitching for large businesses globally. Mark Read has followed quickly in his footsteps by employing the same methods to win the global Coke business easily one of the top advertisers in the world for a long time.

     

    Conflict of Interest

    Once upon a time, agencies got bogged down by conflict of interest to handle more than one account in the same category.  This is because the traditional agency was unable to build an effective firewall that convinced clients that conflicting accounts could be handled without a leak of confidential information within the agency. No longer.

     

    Because holding companies have been able to put together special teams hand-picked from each of their operating companies offering a wide range of disciplines for mainline advertising to digital, to form individual units that handle each conflicting account, it promises a very effective firewall which means that clients are no longer worried about conflict. WPP’s GTB for Ford, Red Fuse for Colgate-Palmolive and now Open X for Coke are just examples of how these specialist units can operate.

     

    While it may seem like an innovative way to handle clients, the Japanese have been doing this for the last many decades. If you have been to the Dentsu or Hakuhodo buildings in Tokyo, you will notice that there can be as many as three or more automobile accounts being handled by these agencies, with each agency unit being located on a different floor.

     

    For example, Nissan could be on the 13th floor, Honda on the 17th, Suzuki on the 20th and Toyota on the 25th. The beauty of this structure is that employees working on a particular floor do not have access to any floor but their own therefore providing an effective firewall that ensures confidentiality of the individual account.

     

    WPP’s Coke win includes creative media and marketing technology business for 200 countries so it is a fully integrated business. I quite liked the Open X name for the WPP unit which handles the Coke integrated business.  Unusual for Coke who has been hesitant to commit themselves to any agency in the past although IPG has had the longest run.  I remember a time when Coke thought that it did not need their creative agency McCann and began flirting with individual Hollywood producers for their commercials.

     

     

    It’s a pity that the major new creative platform of Real Magic was launched just two weeks before the WPP announcement.  While I thought that the Real Magic commercial worked well, initial feedback from the gaming community suggests that it has put the brand back by a few years.  Tim Crow sports and eports advisore says, “Gaming is not a divided world. They are a big tribe that doesn’t need Coke’s help to connect with each other because they already are. Games are about fun and the competition brings people together… Coke [came off as] tone deaf about gaming and what it is. They’ve put themselves back years with the gaming community with this globally.”

     

    It would be interesting to see how WPP takes this theme of Real Magic forward.

     

     

  • If Gen Z does think like this (as in the commercial), maybe we can hope for World Peace, writes Prabhakar Mundkur

    Coke’s ‘Real Magic’ casts a new spell!

     

    By Prabhakar Mundkur

     

    Prabhakar MundkurCoke and Pepsi have been at it for half a century, trying to outsmart each other both for marketing share and advertising that makes the brand relevant to the youth. Real Magic, the new commercial by Coke, I think has taken a giant leap and  does manage to outsmart Pepsi.

     

    Firstly, it is rooted in Gen Z passions by basing the idea on gaming. The gaming market is expected to reach USD 398,950 million by 2026 growing at an annual rate of 11%.  Secondly, the Coke commercial is based on a philosophy that makes more sense than ever before.

     

    Says Manolo Arroyo, marketing lead at Coca-Cola: “The ‘Real Magic’ philosophy is rooted in the belief that dichotomies can make the world a more interesting place-a world of extraordinary people, unexpected opportunities and wonderful moments.”  The philosophy itself is not new – the hippie revolution believed in this more than anyone else right since the 60s.  The world is growing more apart as we celebrate our differences rather than our similarities. The real idea behind the wave of globalisation was to embrace our dichotomies.

     

     

    ” ‘Real Magic’ is not simply a tagline or a one-off campaign,” says Arroyo. “It is a long-term brand philosophy and belief that will drive and guide marketing and communications across the Coca-Cola trademark.” Maybe it was about time for Coke to try something new given its sluggish sales in the recent past.  Real Magic then succeeds ‘ Taste the feeling’ which was first introduced in 2016. BETC London, along with director Daniel Wolfe made the film.

     

    The campaign also uses the Coca-Cola logo to wrap around the campaign images.  I thought this was a pretty unique treatment of the logo given that the curvature of the Coke bottle or can always makes the logo seen this way.

     

     

    Also the tagline ‘We are one Coke away from each other’ is reminiscent of the six degrees of separation theory first propounded in 1929 which said that we are on an average six or fewer social connections away from each other. With the expansion of the internet and social media to cover people around the world has often meant that we might very often be just one connection away from each other.  Or one coke away from each other.  Clever!

     

    The commercial shows a World of Warcraft type of battle in progress until one of the contestants opens a can of Coke. After the contestants first sip, Orc in the game is overcome with feeling and throws away his battle axe, picks up his opponent and there is suddenly peace in the gaming universe. A metaphor for World Peace?

     

    There is a lesson to be learnt here for the world. After all we if we all threw out our weapons nuclear or otherwise, one of the principles of nuclear disarmament, we might be all less threatening to each other.

     

    Having grown up as a teenager in the 60s, all these little nuggets of philosophy make great sense to me, although it is supposed to appeal to Gen Z.  And if Gen Z does think like this maybe we can hope for World Peace as eulogised by John Lennon in his immortal song Imagine!

     

  • To be in charge of public affairs, communications and sustainability for India and Southwest Asia

    Coke appoints new VP for public affairs, PR, etc

    By Our Staff

     

    Sanket Ray
    Sanket Ray

    Coca-Cola has announced the appointment of Devyani Rajya Laxmi Rana, as Vice President Public Affairs, Communications and Sustainability for India and Southwest Asia. Rana is a new addition to Coca-Cola’s leadership team for the region to further drive the company’s purpose driven approach.

     

    Rana has over 25 years of work experience in government and corporate affairs, strategic business advocacy, risk management, communications, CSR and sustainability. She has developed effective strategies focused on maximizing impact in the region on infrastructure, environmental, social and governance, and trade, resulting in business profitability, increased footprint, and expanded manufacturing operations for domestic and export markets.

     

    Commenting on the appointment, Sanket Ray – President, India and Southwest Asia, said “I am delighted to welcome Devyani on this exciting charter to deepen Coca-Cola’s engagement in the region as she joins the leadership team to spearheads the practice in the region. Devyani brings a wealth of experience in advocating for policies, legislation, trade agreements and regulations. Her contributions will augment our belief in our purpose even stronger and serve as an acceleration of the work that was already underway.”