Coca-Cola: Taking on formality to enter Indian homes

This case study describes how in India Coca-Cola, the soft drinks brand, used a multi-faceted campaign on TV, in print, outdoors and stores to get Indian housewives consider dropping formality and start serving Coke to their house guests.

Coca-Cola: Taking on formality to enter indian homes

Campaign details

Brand owner: Coca Cola India Pvt. LtdLead agency: McCann Worldgroup IndiaBrand: Coca-ColaCountry: IndiaIndustry Carbonated soft drinksMedia: Integrated, Magazines - consumer, Newspapers, Outdoor, out-of-home, Print - general, unspecified, Radio, Sponsorship - event, property, TelevisionBudget: 3 - 5 million

Executive summary

Coca-Cola was finding it difficult to enter the Indian household, as it was not associated with in-home socializing occasions. In order to get the modern hostess to serve Coca-Cola to guests at home, Coca-Cola decided to champion the...

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