Coca-Cola Happiness: From multiplex to single screen

This case study demonstrates how Coca-Cola used research to understand young Indians in small towns to improve brand scores and grow market share.

Coca-Cola Happiness: From multiplex to single screen

Vibha Gupta and Jitender Dabas

Campaign details

Brand Owner: The Coca-Cola Company IndiaLead agency: McCann WorldgroupBrand: Coca-ColaCountry: IndiaIndustry: Non-alcoholic, soft drinksMedia: Cinema; Content marketing; Internet – display; Internet – general; Internet – microsites; Internet – search; Mobile and apps; Online video; Outdoor, out-of-home; Point-of-purchase, in-store; Social media; TelevisionBudget: 10 – 20 million

Market background and cultural context

The cola war and the battle for youth loyalty

Youth loyalty makes good business sense for any non-alcoholic beverage company. They are essential...

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