VANILLA COKE

ADVERTISING CAMPAIGN
Vanilla Coke, launched first in Delhi IN April
this year
Continuation of the endeavor to offer new
products to the consumer by Coke
Vanilla Coke has
been very
successful in the
international
market and the
product has the
potential to be a
bestseller here in
India too.
The strategic intent
April-May is a period
of relatively heavier
CSD (carbonated soft
drink) consumption.
The key challenge
here was to leverage
the current Thanda
Matlab Coca-Cola
equity and at the
same time create a
distinct positioning for
Vanilla Coke.
 The strategic intent
A fair amount of consumer understanding -
market research, concept development
and trends in the upper social economic
classification (SEC) urban youth segment
have been the fundamental premise in
arriving at this particular positioning and
creative route.
 The strategic intent
The integrated 360-degree marketing plan
was derived from Coke's international
learnings and covered all elements of
consumer contact - whether above-the-line
or below-the-line.
This included TV, print, consumer
activation events, roadshows, SMS
promos, etc.
 The strategic intent
The detailed marketing launch plan in
India was customised to suit the local
environment in terms of tapping into the
consumer trend towards retro.
TV commercial, the radio branding,
optimum usage of the print media, Internet
via Coca-Cola India's website, Wakaw's
VC aimed to totally bedazzle the
consumer with its campaign.
Wakaw's VC and not Coca-Cola's VC
The term 'Wakaw' has stringed for itself.
Essentially a nonce word, it traces its origin to a
70's Bollywood flick; the reference there also
being gibberish.
the unique association that has been
engendered in the public mind by the two words:
Wakaw and Pakaw.
 The strategic intent
They immediately connect with the brand.
No other brand which has used sound
mnemonics, has really managed to make
such a strong connect coupled with its
emphatic recall value.
As compared to it's mother brand Coke,
although the new flavour extension has
managed to keep its integral Thanda link
with its tagline 'ice creamy thanda.'
 The Target audience
Priced reasonably (200 ML VC retailed at
Rs 5, the can priced at Rs 20 in Delhi)
considering its niche market value, the
target group (TG) is essentially the urban
youth
 Three kinds of consumers
1 The bold, innovative and adventurous
2. The Followers
3. The Laggards
This campaign essentially targets the third
category and beckons them to try the product.
Therefore the whole retro slant and the
character being stuck in time. Also, when you
have to launch a product like VC which is a new
and foreign concept, you have to excite the
consumer."
 Three kinds of consumers
The adventurous will sample it anyway so
there's no point in really concentrating on
them.
The laggards are the one's who are the
toughest to impact.
The ad looks at stimulating impulsive
behaviour.
 The choice of Vivek
Vivek Oberoi is a youth icon
To capture the sixtees and seventies era but at
the same time not be totally true to it.
Vivek's image had to have exotic ethnicity. It
had to be something like a foreign eye looking
upon an Indian icon.
 The choice of Vivek
The image was a parody and therefore there
was a need for it to be sophisticated; as
parodies have an affinity to turn into a kitschy
affair
key point of note here was to ensure that it is not
completely viewed as Indian but also make it
culture specific. A clear correlation with the TG
was fundamental
The integrated communications
the multimedia coverage, capitalised on the ads'
unique selling proposition (USP) and its great
hook called 'Wakaw.
This ad had a number of elements to capitalise
on.
the Wakaw platform on TV, radio, print and
Internet.
The integrated communications
The two-phased event, aimed at visibility and
sampling of the brand was a 70-day campaign.
The world goes Wakaw - Dancers on
Lambretta scooters with product cart in tow.
Sampling activity taking place in the background.
Followed by constant announcement of the
product.
The integrated communications
Aao Twist Karen - Wakaw dancers going to 10
cities in the country and involving consumers
with classical and remixed numbers from the
70's, with gathered audience judges for the
impromptu competition. The paraphernalia were
cool, 'ice creamy thanda' accessories.
The integrated communications
This revolutionary ad campaign designed to lure
the youth, most definitely seems to have made a
mark.
Coca - Cola has launched its first new flavour
extension and has managed to create a hype
that the Indian industry has not seen in a while.
 The hurdles
A hurdle that VC faces is the margin it offers to
retailers. The margin of Coke as compared to
VC is a lot more.
Coke offers 40 paisa while VC offers only 25.
Hence, the lack of incentive for the retailer could
be a major obstacle in the distribution process
Pepsi becomes a more viable product to store
because of the profit margin. The 200 ml glass
bottles and 500 ml pet bottles are more in
demand currently.
 A huge campaign for a niche
product
A feeling of excitement in the market about the
company.
To keep being innovative with end-users, to
ensure the brand value in the minds of the
consumer keeps growing and also the
sustenance of the image.
The VC campaign, apart from making the
consumer aware that the drink is now in India,
has had a major rub off in terms of tangibles,
that is, sales towards the mother product Coke.