How Coca-Cola won the battle for Indian teens
Vibha Gupta
Campaign details
Brand owner: Coca-Cola IndiaLead agency: McCann WorldgroupBrand: Coca-ColaCountry: IndiaIndustry Non-alcoholic, soft drinksChannels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, Mobile and apps, Outdoor, out-of-home, Point-of-purchase, in-store, Radio, Social media, Television, Word of mouth, advocacyMedia budget: Over 20 million
Executive summary
This case study describes how Coca-Cola countered Pepsi's stronger sport and celebrity marketing by connecting with Indian teenagers.
In the summer of 2013, Coca-Cola was on the back foot...