Crazy for Good / Happiness (Coca - Cola) V/s Pepsi! Oh Yes Abhi (Pepsi)

Are you CRAZY enough to make the world happier? “Crazy for Good / Happiness” a latest campaign released globally by Coca – Cola. Simple but effective & precise campaign communication strategy being used while on other side Pepsi has also released new campaign Pepsi! Oh Yes Abhi (Now). Though, Pepsi is ahead than Coca – Cola in Indian Soft drinking beverages market.  

Be Crazy or Pepsi! Oh Yes Abhi:-

   

Campaign of Coca Cola: - (1) Khushiyaan Lutao, Crazy kehlao (2) Bewajah Khushiyaan Lutao, Coca Cola Pilao. Ultimately only Global Message: - “Share / Contribute Happiness & Be Crazy without any Reason”

Campaign of Pepsi: - Pepsi! Oh Yes Abhi (Now). This campaign is specially developed for IPL (Indian Premier League) Cricket Season 6 which is being endorsed by multi star as well as cricket players. 

Branding Strategy: - Since Coca – Cola brand has taken reposition & developed new image “Open Happiness” globally, which is being always coming with creative, innovative and heart touching (emotional) campaign. Coca – Cola has taken strong position by being focus on “Craziness & Happiness” towards consumers.  Since 3 months, Coca cola has already been released at least 4-5 TVC campaign in India and became too much popular. 

Advertisement Link: - http://www.youtube.com/watch?v=jyEWtpYtpv4 Indian Version

http://www.youtube.com/watch?v=lfITYJoU-hY  Indian Version - 45 Sec.

http://www.youtube.com/watch?v=iPaJa4sYTb0  South Africa campaign

http://www.youtube.com/watch?v=KKfwOJzWxmE Ukraine campaign

http://www.youtube.com/watch?v=CSiSU_XX_Bo Indian Version

https://kindness.coca-cola.com/in/index.aspx developed by Coca-cola where you can share your story as well as share & spread happiness. Recently, one campaign released Zainab Imran from Pakistan who is blind, Since 10 years she is spreading happiness through music in hospital towards children who are unwell or sick. And children feel happy, smile on their face by being listen music. 

Advertisement Link: - www.youtube.com/watch?v=7AneAH5mVAI (Zainab Imran from Pakistan – Happiness through Music)

Overall, all campaigns are being coverage not only target audience but also part of corporate social responsibilities which is influencing & inspiring to consumers too.

The other strategy being used very silently by Coca – Cola, that TVC is highlighting price offer for 200ml. Recently two Television commercial have been released which is being endorsed by 3 star celebrities (Bollywood movie ‘Student of the year’), brand is conveying same message but at the end of campaign voice over is saying “Bewajah Khushiyaan Lutao, Coca – Cola Pilao (Contribute Happiness without reason, to drink other Coca – Cola) along with silently highlighting price of 200 ml (INR 8 for 200 ml).

Advertisement Link (Price Highlighting):-

http://www.youtube.com/watch?v=SdUqxX8ZKNw Celebrity of Bollywood movie Student of the year

http://www.youtube.com/watch?v=lcMDwZgeRY0  (INR 8 for 200 ml)

Whereas Pepsi is rolled out with special campaign on the occasion of IPL cricket Season 6 “Pepsi! Oh Yes Abhi (Now)”, which is being endorsed by Bollywood star Priyanka Chopra & Ranbir Kapoor as well as Indian Skipper M.S. Dhoni & other cricket players. This campaign is created especially for IPL cricket only & conveying simple message that “winner can be anyone but Pepsi Right now only”. 

Advertisement Link of Pepsi: - http://www.youtube.com/watch?v=goBKNZJYjNo Priyanka Chopra

http://www.youtube.com/watch?v=PQTWY11NtN8 Ranbir Kapoor

Campaigning strategy is not much giving impact on brand equity & also on consumers too. It is very simple but it looks good only due to IPL cricket atmosphere & enthusiasm. Branding & communication strategy should be always highlighting towards consumers only which can be little lack of strategy as compared to Coca – Cola. 

Overall, Pepsi has made frequently change in its punch line / tagline which is core part of brand image for consumers like: - (1) Yeh Dil Mange More (2) Ye He Youngistan Meri Jaan (3) Change the Game (Focus on Cricket). If you can pick up brand Thums Up in India: - Only one tagline since many years “Taste the Thunder” which is strongly built up in the mind of consumers. So, frequently change in punch line/ tagline; it gives impact on brand image. Because, once consumers can ready & willingly enable to identify brand, then it does not require changing. It can be change in campaign but message should be same. 

Conclusion: - Both Coca – Cola & Pepsi are attempting good to cover market share & overall Coca – Cola is focusing much on global market & also executing same strategy globally too. 

I would like to share that switching the brand is tough task for both brand Coca – Cola & Pepsi. Because those consumers who are liking either Coca –Cola or Pepsi, rarely they may switch over the brand vice versa and soft drink market is always “Taste Conscious” rather than price or promotional offer. Despite of launching new scheme or various offers, it will not give expected result either in sales volume or market growth. It can be much better that brand should have to more emphasize on to make loyal consumers & maintain them, then simultaneously it can execute different strategy in order to switch the brand. 

Let’s see how things will be change Crazy for happiness or Pepsi! Oh Yes Abhi…