Campaign details
Brand: Thums UpBrand owner: The Coca-Cola CompanyEntrant company: Coca-Cola - IndiaIdea creation: Ogilvy & Mather GurgaonMarket: AsiaSector: Soft drinksMedia channels: Social media, Packaging & design, Outdoor, Out-of-homeBudget: 3 - 5 million
Executive summary
This is a case about how a native Indian cola brand, Thums Up, became India’s first billion USD beverage brand, in a time when COVID-19 tore through the carbonated beverage industry. More importantly, it’s a case of how Thums Up turned classical cola marketing on its head. While other global...