Coca-Cola: Adding fizz to the Indian family meal time

This case study describes how Coca-Cola, the drinks company, broke into the Indian at-home market by targeting mothers.

Coca-Cola: Adding fizz to the Indian family meal time

Vibha Gupta

Campaign details

Brand owner: Coca-Cola IndiaLead agency: McCann WorldgroupBrand: Coca-ColaCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Cinema, Internet - display, Internet - general, Internet - microsites, Mobile and apps, Packaging and design, Point-of-purchase, in-store, Sponsorship - media, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how Coca-Cola broke into the Indian at-home market by targeting mothers.

Coca-Cola was finding it difficult to enter the Indian household, as it was associated with out-of-home, irregular...

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