Coca-Cola: Winning the preference battle with Indian teens

This case study demonstrates how Coca-Cola, the soft drinks brand, found a way to connect with India's young people and grow affinity, by using insight into their personality and aspirations.

Coca-Cola: Winning The Preference Battle with Indian teens

Campaign details

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

Executive summary

Coca-Cola was on the back foot with archrival Pepsi. The latter had cricket and Bollywood stars, plus it was gearing to unleash a digital avalanche to own the critical Indian summer season. Coca-Cola desperately needed to hold its turf...

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