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...