Aerated Drinks Communication Analysis 2009-2011

Group B:

Anuja Dani- 009A Cheryl D’souza- 014A

Jayati Somani- 023A Sushumna Patel-066A

Thums Up

Sprite

Pepsi

Coca-cola

Limca

Mirinda

Fanta

Mountain Dew

7 Up

Appy Fizz and Grappo

Fizz

Top Brands in the Indian Market

Source- Euromonitor International Industry Report 2010

ThumsUp http://www.youtube.com/watch?v=0HOsYThzR08

Getting a bottle of Thums up , no matter what

Rational Proposition Emotional Proposition

Thrill and excitement

Self-expressive Proposition

Macho, aggressive

Target Audience

Youth, 16-35, urban and upwardly mobile.

Tone / Personality

Fast, quick paced.

ThumsUp http://www.youtube.com/watch?v=ode8mIhJSMs

Do anything to get your bottle of Thums up

Rational Proposition Emotional Proposition

Masculinity, assertiveness

Self-expressive Proposition

Macho and masculine yet someone who is chased after.

Target Audience

Young, 16-35 year olds

Tone / Personality

Dare-devilish, bold, risk taking Playful

Thums Up- Digital Facebook page

Thums Up- Digital Gaming

Sprite- Seedhi baat no bakwaas- clear hai!

Rational Proposition Emotional Proposition

Achievement, esteem

Self-expressive Proposition

Plays it cool

Target Audience

Young, urban, 16 – 35, cross- cultural

Tone / Personality

Smart, witty, irreverent, dry humor

Sprite is a refreshing drink that makes you sharper.

Sprite- Seedhi Baat no bakwaas (May 2009)

Drink sprite. Think on your feet.

Rational Proposition 1 Rational Proposition 2

It tastes so good it’ll win anyone over

Self-expressive Proposition

Plays it cool, unfazed by challenges

Target Audience

Young, urban, 16 – 35, adventurous and

unconventional, mobile

Tone / Personality

irreverent, humorous, slapstick

Sprite- University of freshology- Father and son

Sprite is refreshing- ergo, will make you think faster.

Rational Proposition-1 Emotional Proposition

To not be questioned/ bullied

Self-expressive Proposition

Individualistic, clever, cool

Target Audience

Young, urban, 16 – 25, school or college students

Tone / Personality

Smart, witty, irreverent, dry humor

Sprite- http://www.youtube.com/watch?v=FpAqFSmJjuQ

Refreshing taste – makes your mind work

Rational Proposition 1 Emotional Proposition

Carefree, impunity

Self-expressive Proposition

Has an inner ‘bad boy’

Target Audience

Young,16 – 25, high school and college students

Tone / Personality

Smart, witty, irreverent, dry humor

Sprite- Digital- University of Freshology (website)

Rational Proposition: -sprite refreshes you and your mind -online contests Emotional Proposition: carefree, impunity Self-expressive Proposition: irreverent, individualistic, confident Target Audience: Young, urban, 16 – 35, adventurous and unconventional Tone / Personality: irreverent, humorous, fun

Sprite- Digital- facebook page

Sprite- OOH

Rational Proposition: sprite refreshes you and your mind Emotional Proposition: carefree Self-expressive Proposition: irreverent, individualistic, confident Target Audience: Young, urban, 16 – 35, adventurous and unconventional Tone / Personality: irreverent, humorous, adventurous, fun

Pepsi- Change the Game http://www.youtube.com/watch?v=iuqtVfRTwWQ&feature=BFa&list=PL802FAF3E4E8D3C16&lf=results_video http://www.youtube.com/watch?v=xEnzSbQnFBg&feature=BFa&list=PL802FAF3E4E8D3C16&lf=results_video

Pepsi helps you to be innovative

Rational Proposition Emotional Proposition

Rebellion, creativity, self-expression

Self-expressive Proposition

Passionate about cricket, Uninhibited

Target Audience

The youth/ people passionate about cricket.

Tone / Personality

Energetic/ Youthful

Pepsi- Youngistaan ka Wow http://www.youtube.com/watch?v=nPa5M29FuNs&feature=related

Pepsi understands today’s

Rational Proposition Emotional Proposition

Celebrate the audacious self belief of the youth, have a ‘can do

attitude, take on any challenge.

Self-expressive Proposition

Self Empowered, Youthful, Smart

Target Audience

The Youth

Tone / Personality

Quirky, Mischievous

Pepsi- Digital- Facebook page

Pepsi- Mobile Campaign

A mobile portal with around 6,000 downloadable items, including ringtones, wallpapers and videos and the Youngistaan callerback ringtone Nearly 40,000 subcribers. Views submitted on Youngistaan were shared with Pepsi, which were used to create new print ads

Pepsi- Digital Campaign

A microsite depicting Youngistan with the presence of youth brands like Pizza Hut, PVR and MTV The virtual Youngistan offers mobile theme downloads, offers personalized Youngistan Pizza Hut cards offering discounts, offers Youngistan tips in the pathshala( school) and offers look at Pepsi ads.

Coca cola- Coke ke saath dost free http://www.youtube.com/watch?v=MagngrRsQ6Y

Coke helps you connect with friends

Rational Proposition Emotional Proposition Self-expressive Proposition

Target Audience

Youngsters, 16-30, urban

Tone / Personality

Optimistic, cheerful

Belonging Cool yet grounded, affable

Coca cola- Aap Muskuraingey, Bul Bule Gun Gunayaingey http://www.youtube.com/watch?v=MJpMVtZ8CBQ

Opening a Coke bottle is a call to hang out with friends

Rational Proposition Emotional Proposition Self-expressive Proposition

A tease, amusing, confident, tasteful

Target Audience

Youngsters, 16-25, urban, tech-savvy

Tone / Personality

Fun, exciting, exuberant

Reason To Believe

Animated character comes out of the videogame to have Coke

Belonging, feeling connected, sharing

Coca cola- Coke khule to baat chale (Invisible bottle) http://www.youtube.com/watch?v=7fkq6EpbKgM

Coke beats the heat

Rational Proposition Emotional Proposition Self-expressive Proposition

Thoughtful, friendly, witty, charming

Target Audience

Teenahers, young adults, urban, middle/upper middle class

Tone / Personality

Fun, easy-going

Sharing, belonging

Coca cola- Coke khule to baat chale (Shadow) http://www.youtube.com/watch?v=R6TTVw9-zFQ

Coke breaks the ice

Rational Proposition Emotional Proposition Self-expressive Proposition

Smart, independent, amiable

Target Audience

Youngsters, 16-25, urban

Tone / Personality

Intelligent, witty, wacky

Feeling connected, sharing

Coca cola- Coke khule to baat chale (Diwali) http://www.youtube.com/watch?v=nMlBUvqQ8V8

Coke brings celebration to life

Rational Proposition Emotional Proposition Self-expressive Proposition

Independent yet grounded, optimistic

Target Audience

Youngsters, 16-25

Tone / Personality

Cheerful, celebratory, imaginative

Insecurity, abandonment

Coca cola- Brrr http://www.youtube.com/watch?v=4LP4t5kvAyQ

Drinking cold Coke makes you go Brrr

Rational Proposition Emotional Proposition Self-expressive Proposition

Lively, frank, friendly, funny, gregarious

Target Audience

Youngsters, 16-25, urban

Tone / Personality

Wacky, exuberent

Feeling uplifted, refreshed

Coca cola- Digital Coke Studio- Facebook page

Customers’ Brrr expression is captured by the video booth

set up inside the igloo.

Downloads of the shadow campaign before release on TV

Coca cola- On Ground Activation

Coca cola- Mobile Campaign

Limca- http://www.youtube.com/watch?v=t619dM5Me5c&feature=related

Helps escape from the daily humdrum of life

Rational Proposition Emotional Proposition

Freshness- both Physically & Emotionally

Self-expressive Proposition

Carefree, independent, flirtatious

Target Audience

Young adults/ couples- hardworkers, optimistic & strong

drive in life

Tone / Personality

Fun- Loving & Mischievous romance

Limca– http://www.youtube.com/watch?v=VARgyYhDdck&feature=related

Limca helps you breakaway from the your daily routine.

Rational Proposition Emotional Proposition

Rejuvenating, refreshing

Self-expressive Proposition

Youthful / Playful

Target Audience

Late teens/ Young Adults

Tone / Personality

Cheerful/ Romantic/ Flirty

Limca- Digital Facebook page

Limca- OOH

1,000 trucks plying on highways sported ‘Truck Art’ form carrying the ‘Limca – Fresh Ho Jao’ message Creative taglines like ‘Taaza, Ok Please’, ‘Taazgi Disha Is Taraf’ and ‘13 Mera 7 Taazgi Ki Baat’ had been specially conceptualised to be put on truck backs.

Mirinda- Pagalpanti bhi zaroori hai (Asin and the stalker) http://www.youtube.com/watch?v=k8kblZC8VnI

Mirinda can turn boring things into something fun

Rational Proposition Emotional Proposition

To rediscover the element of fun in in life

Self-expressive Proposition

Spontaneous, carefree, unrestrained, young

Target Audience

Teenagers, young adults, urban

Tone / Personality

Comic, funny, irreverent

Mirinda- Pagalpanti bhi zaroori hai (Weekend Pagalpanti) http://www.youtube.com/watch?v=LMFDuxsoju4

Families can spend time together on weekends

Rational Proposition Emotional Proposition

Mirinda lets the family have fun

Self-expressive Proposition

Spontaneous, carefree, unrestrained, young

Target Audience Tone / Personality

Comic, funny, irreverent Youngsters, middle/upper middle class

Mirinda- Pagalpanti bhi zaroori hai (Office) http://www.youtube.com/watch?v=BJQDEx-f8Oc

Mirinda helps you break the limitation of rules

Rational Proposition Emotional Proposition

Childlike freedom

Self-expressive Proposition

Spontaneous, carefree, unrestrained, young

Target Audience

Young professionals, urban

Tone / Personality

Theatric, irreverent

Reason To Believe

The protagonist gets what he wants

Mirinda- Orange dekha to mooh bola Mirinda http://www.youtube.com/watch?v=iCiZ6ZCiDQ8

http://www.youtube.com/watch?v=em8_fbMGRKI

Orange drink = Mirinda

Rational Proposition Self-expressive Proposition

Carefree, lively, enthusiastic

Target Audience

Youngsters, 16-35, urban

Tone / Personality

Comic, exaggerrated

Mirinda- OOH-Pagalpanti bhi zaroori hai

Mirinda- OOH- Weekend Pagalpanti

Mirinda Digital- Facebook page

Fanta- http://www.youtube.com/watch?v=oZmTrCTj1n8&feature=related

Fanta lets you ‘bunk’ and lets you do what you really want to.

Rational Proposition Emotional Proposition

Free, uninhibited

Self-expressive Proposition

Devil may care attitude, friendly, gregarious

Target Audience

Youngsters,16-25, high school and college students

Tone / Personality

Irreverent, fun-loving.

Fanta- http://www.youtube.com/watch?v=rmfSEMDAc4M

Lets you see the world with a new lens

Rational Proposition Emotional Proposition

Being fun-tastic, ‘Masti’

Self-expressive Proposition

Happy, cool.

Target Audience

Young, 13-25, college goers and high school students

Tone / Personality

Light, fun, bright.

Reason To Believe

Has ‘mazedar swaad’

Fanta- Digital Facebook page

Mountain Dew- http://www.youtube.com/watch?v=sV-AygA9VP0

Mountain Dew gives you the courage to overcome the worst of your fears.

Rational Proposition Emotional Proposition

Courage, Overcoming insecurity

Self-expressive Proposition

Ambitious, daring , gutsy,

Target Audience

Urban ,16 – 30, those who are up for dong something ‘different’

not into conventional jobs.

Tone / Personality

Heroic, Dramatically courageous.

Mountain Dew- http://www.youtube.com/watch?v=7tvhf8-4Qss

Mountain Dew gives you the courage to overcome the worst of your fears.

Rational Proposition Emotional Proposition

Courage, Overcoming insecurity

Self-expressive Proposition

Ambitious, daring , gutsy

Target Audience

Urban ,16 – 30, those who are up for dong something ‘different’

not into conventional jobs.

Tone / Personality

Heroic, Dramatically courageous.

Mountain Dew- Digital Facebook page

7 Up- http://www.youtube.com/watch?v=DGBBpuKthBY

7 Up helps in anger management

Rational Proposition Emotional Proposition

Voice of reason, enjoying the present moment

Self-expressive Proposition

Rational, Easy Going, Calm

Target Audience

Late Teens ( 17- 20 years)

Tone / Personality

Crazy, Zany, Wacky

7 Up– http://www.youtube.com/watch?v=IGw1yAH5ycQ

7 Up cuts through fatigue and daily monotony

Rational Proposition Emotional Proposition

Uplifting, refreshing, de-stress

Self-expressive Proposition

Cool, easygoing, funny

Target Audience

Young urban consumers

Tone / Personality

Quirky

Reason To Believe

Natural lemon flavour is a mood uplifter and is refreshing

7Up- Digital Facebook page

Appy and Grappo Fizz- Grappo arrives

Emotional Proposition 1 Emotional Proposition 2

Social acceptance and belonging

Self-expressive Proposition

Laid back, unfazed, witty, friendly

Target Audience

Young, urban, 16 – 35, unconventional

Tone / Personality

Cool, fun, edgy, witty, current and very likeable

It has ‘personality’ and ‘zing’- very ‘with it’

Appy and Grappo Fizz- Digital- facebook page

Appy Fizz- Digital- Appy on facebook

Appy Fizz- Digital- Appy Fizz’s pad!(website)

Rational Proposition: Multilayered site, very interactive- can spend time here and be entertained Emotional Proposition: familiarity, acceptance Self-expressive Proposition: Laid back, relaxed, cool Target Audience: Young, urban, 16 – 35, adventurous and unconventional Tone / Personality: irreverent, humorous, fun

Grappo Fizz- Digital- Grappo on facebook

Appy Fizz- Print Donate your ice campaign

Rational Proposition: Appy fizz cools you down Emotional Proposition: Relatability- makes light of a weighty issue Self-expressive Proposition: aware… but also stay in touch with your fun side Target Audience: Young to middle aged, urban, 16 – 45, well informed Tone / Personality: irreverent, humorous, fun

Thank you