IIPM MANAGEMENT INSTITUTE
It’s
that time of the year when even the health freaks can’t resist a sip of the cola. Precisely the reason why it marks the beginning of the cola wars year after year. With last year’s pesticide controversy behind them, the cola giants are at it once again and this time the action is at full blast! Here’s a sneak peek into all the fizz that’s been unleashed.Despite being badly bruised after the World cup debacle (the most expensive Blue Billion campaign had to be pulled out), Pepsi has not completely given up on the game. Its latest Pepsi Gold ad has a bunch of kids promising to get the World Cup next time. “Pepsi is committed to the game of cricket, regardless of winning or losing,” says Rohit Ohri, MD, JWT. On the other hand, Coca-Cola has been maintaining a safe distance from cricket and is loyal to its ambassador. The giant has a new tagline – ‘Sabka Thanda Ek’ – which is everything but a ‘burp’ and miss! “The new campaign strengthens the universal appeal of the brand among consumers,” says Venkatesh Kini, VP-Marketing, Coca-Cola India.
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Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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