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Coca-Cola
How Coca-Cola Won the Battle for Indian Teens

RAN IN: India

CLIENT
Coca-Cola India

AGENCY
McCann Worldgroup *Lead Agency


SUMMARY

In the Indian summer of 2013, Coca-Cola was on the back-foot compared to arch rival Pepsi. Pepsi not only had the biggest event of cricket (IPL), it also had the biggest names from Bollywood to take on the critical summer season. Coca-Cola needed to desperately hold its turf in the battle for teen love. By unearthing an emerging youth philosophy and championing the aware, conscious youth of today, Coca-Cola not only leapfrogged Pepsi in critical youth affinity scores but also grew faster with a lower share of voice than Pepsi.


Language: English