Thums Up Campaign

Thums UP, a cola brand manufactured by Coca Cola, reinvented its YouTube ad campaigns in India by using technology from advertisement company SilverPush to detect the right context to place its ads in.

Campaign details

Brand: Thums UPLead Agency: interactive avenuesRegion: APAC

Strategy

Objective

With a thrilling & adventurous brand image, Thums-Up has a lion's share in the Indian soft drink market and the brand sought innovative ways to boost brand awareness to engage with audience hooked on video content that pumps an adrenaline rush.

YouTube campaigns can be deployed basis user interest & affinities, in addition to targeting based on topics. Further, a brand can choose to advertise only on select whitelisted channels, which are approved by the brand itself. However, these channels also feature content drastically...

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