Aerated Drinks

Communication Analysis 2009-2011

Group B:
Anuja Dani- 009A Jayati Somani- 023A Cheryl Dsouza- 014A Sushumna Patel-066A

Top Brands in the Indian Market

Thums Up Sprite Limca Mirinda 7 Up Appy Fizz and Grappo

Pepsi
Coca-cola

Fanta
Mountain Dew

Fizz

Source- Euromonitor International Industry Report 2010

ThumsUp
http://www.youtube.com/watch?v=0HOsYThzR08
Rational Proposition Emotional Proposition Self-expressive Proposition

Getting a bottle of Thums up , no matter what

Thrill and excitement

Macho, aggressive

Target Audience

Tone / Personality

Youth, 16-35, urban and upwardly mobile.

Fast, quick paced.

ThumsUp
http://www.youtube.com/watch?v=ode8mIhJSMs
Rational Proposition Emotional Proposition Self-expressive Proposition

Do anything to get your bottle of Thums up

Masculinity, assertiveness

Macho and masculine yet someone who is chased after.

Target Audience

Tone / Personality

Young, 16-35 year olds

Dare-devilish, bold, risk taking Playful

Thums Up- Digital Facebook page

Thums Up- Digital Gaming

SpriteSeedhi baat no bakwaas- clear hai!

Rational Proposition Emotional Proposition Self-expressive Proposition

Sprite is a refreshing drink that makes you sharper.

Achievement, esteem

Plays it cool

Target Audience

Tone / Personality

Young, urban, 16 35, crosscultural

Smart, witty, irreverent, dry humor

SpriteSeedhi Baat no bakwaas (May 2009)

Rational Proposition 1 Rational Proposition 2 Self-expressive Proposition

Drink sprite. Think on your feet.

It tastes so good itll win anyone over

Plays it cool, unfazed by challenges

Target Audience

Tone / Personality

Young, urban, 16 35, adventurous and unconventional, mobile

irreverent, humorous, slapstick

SpriteUniversity of freshology- Father and son

Rational Proposition-1 Emotional Proposition Self-expressive Proposition

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

To not be questioned/ bullied

Individualistic, clever, cool

Target Audience

Tone / Personality

Young, urban, 16 25, school or college students

Smart, witty, irreverent, dry humor

Spritehttp://www.youtube.com/watch?v=FpAqFSmJjuQ
Rational Proposition 1 Emotional Proposition Self-expressive Proposition

Refreshing taste makes your mind work

Carefree, impunity

Has an inner bad boy

Target Audience

Tone / Personality

Young,16 25, high school and college students

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 Rational Proposition Emotional Proposition Self-expressive Proposition

Pepsi helps you to be innovative

Rebellion, creativity, selfexpression

Passionate about cricket, Uninhibited

Target Audience

Tone / Personality

The youth/ people passionate about cricket.

Energetic/ Youthful

Pepsi- Youngistaan ka Wow

http://www.youtube.com/watch?v=nPa5M29FuNs&feature=related
Rational Proposition Emotional Proposition Self-expressive Proposition

Pepsi understands todays

Celebrate the audacious self belief of the youth, have a can do attitude, take on any challenge. Target Audience

Self Empowered, Youthful, Smart

Tone / Personality

The Youth

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
Rational Proposition Emotional Proposition Self-expressive Proposition

Coke helps you connect with friends

Belonging

Cool yet grounded, affable

Target Audience

Tone / Personality

Youngsters, 16-30, urban

Optimistic, cheerful

Coca cola- Aap Muskuraingey, Bul Bule Gun Gunayaingey

http://www.youtube.com/watch?v=MJpMVtZ8CBQ
Rational Proposition Emotional Proposition Self-expressive Proposition

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

Belonging, feeling connected, sharing

A tease, amusing, confident, tasteful

Target Audience

Tone / Personality

Reason To Believe

Youngsters, 16-25, urban, techsavvy

Fun, exciting, exuberant

Animated character comes out of the videogame to have Coke

Coca cola- Coke khule to baat chale (Invisible bottle)

http://www.youtube.com/watch?v=7fkq6EpbKgM Rational Proposition Emotional Proposition Self-expressive Proposition

Coke beats the heat

Sharing, belonging

Thoughtful, friendly, witty, charming

Target Audience

Tone / Personality

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

Fun, easy-going

Coca cola- Coke khule to baat chale (Shadow)

http://www.youtube.com/watch?v=R6TTVw9-zFQ
Rational Proposition Emotional Proposition Self-expressive Proposition

Coke breaks the ice

Feeling connected, sharing

Smart, independent, amiable

Target Audience

Tone / Personality

Youngsters, 16-25, urban

Intelligent, witty, wacky

Coca cola- Coke khule to baat chale (Diwali)

http://www.youtube.com/watch?v=nMlBUvqQ8V8
Rational Proposition Emotional Proposition Self-expressive Proposition

Coke brings celebration to life

Insecurity, abandonment

Independent yet grounded, optimistic

Target Audience

Tone / Personality

Youngsters, 16-25

Cheerful, celebratory, imaginative

Coca cola- Brrr

http://www.youtube.com/watch?v=4LP4t5kvAyQ
Rational Proposition Emotional Proposition Self-expressive Proposition

Drinking cold Coke makes you go Brrr

Feeling uplifted, refreshed

Lively, frank, friendly, funny, gregarious

Target Audience

Tone / Personality

Youngsters, 16-25, urban

Wacky, exuberent

Coca cola- Digital Coke Studio- Facebook page

Coca cola- Mobile Campaign

Downloads of the shadow campaign before release on TV

Coca cola- On Ground Activation

Customers Brrr expression is captured by the video booth set up inside the igloo.

Limcahttp://www.youtube.com/watch?v=t619dM5Me5c&feature=related
Rational Proposition Emotional Proposition Self-expressive Proposition

Helps escape from the daily humdrum of life

Freshness- both Physically & Emotionally

Carefree, independent, flirtatious

Target Audience

Tone / Personality

Young adults/ coupleshardworkers, optimistic & strong drive in life

Fun- Loving & Mischievous romance

Limca
http://www.youtube.com/watch?v=VARgyYhDdck&feature=related
Rational Proposition Emotional Proposition Self-expressive Proposition

Limca helps you breakaway from the your daily routine.

Rejuvenating, refreshing

Youthful / Playful

Target Audience

Tone / Personality

Late teens/ Young Adults

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
Rational Proposition Emotional Proposition Self-expressive Proposition

Mirinda can turn boring things into something fun

To rediscover the element of fun in in life

Spontaneous, carefree, unrestrained, young

Target Audience

Tone / Personality

Teenagers, young adults, urban

Comic, funny, irreverent

Mirinda- Pagalpanti bhi zaroori hai (Weekend Pagalpanti)

http://www.youtube.com/watch?v=LMFDuxsoju4
Rational Proposition Emotional Proposition Self-expressive Proposition

Families can spend time together on weekends

Mirinda lets the family have fun

Spontaneous, carefree, unrestrained, young

Target Audience

Tone / Personality

Youngsters, middle/upper middle class

Comic, funny, irreverent

Mirinda- Pagalpanti bhi zaroori hai (Office)

http://www.youtube.com/watch?v=BJQDEx-f8Oc
Rational Proposition Emotional Proposition Self-expressive Proposition

Mirinda helps you break the limitation of rules

Childlike freedom

Spontaneous, carefree, unrestrained, young

Target Audience

Tone / Personality

Reason To Believe

Young professionals, urban

Theatric, irreverent

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 Rational Proposition Self-expressive Proposition

Orange drink = Mirinda

Carefree, lively, enthusiastic

Target Audience

Tone / Personality

Youngsters, 16-35, urban

Comic, exaggerrated

Mirinda- OOH-Pagalpanti bhi zaroori hai

Mirinda- OOH- Weekend Pagalpanti

Mirinda Digital- Facebook page

Fantahttp://www.youtube.com/watch?v=oZmTrCTj1n8&feature=related
Rational Proposition Emotional Proposition Self-expressive Proposition

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

Free, uninhibited

Devil may care attitude, friendly, gregarious

Target Audience

Tone / Personality

Youngsters,16-25, high school and college students

Irreverent, fun-loving.

Fantahttp://www.youtube.com/watch?v=rmfSEMDAc4M
Rational Proposition Emotional Proposition Self-expressive Proposition

Lets you see the world with a new lens

Being fun-tastic, Masti

Happy, cool.

Target Audience

Tone / Personality

Reason To Believe

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

Light, fun, bright.

Has mazedar swaad

Fanta- Digital Facebook page

Mountain Dewhttp://www.youtube.com/watch?v=sV-AygA9VP0
Rational Proposition Emotional Proposition Self-expressive Proposition

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

Courage, Overcoming insecurity

Ambitious, daring , gutsy,

Target Audience

Tone / Personality

Urban ,16 30, those who are up for dong something different not into conventional jobs.

Heroic, Dramatically courageous.

Mountain Dewhttp://www.youtube.com/watch?v=7tvhf8-4Qss
Rational Proposition Emotional Proposition Self-expressive Proposition

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

Courage, Overcoming insecurity

Ambitious, daring , gutsy

Target Audience

Tone / Personality

Urban ,16 30, those who are up for dong something different not into conventional jobs.

Heroic, Dramatically courageous.

Mountain Dew- Digital Facebook page

7 Uphttp://www.youtube.com/watch?v=DGBBpuKthBY
Rational Proposition Emotional Proposition Self-expressive Proposition

7 Up helps in anger management

Voice of reason, enjoying the present moment

Rational, Easy Going, Calm

Target Audience

Tone / Personality

Late Teens ( 17- 20 years)

Crazy, Zany, Wacky

7 Up
http://www.youtube.com/watch?v=IGw1yAH5ycQ
Rational Proposition Emotional Proposition Self-expressive Proposition

Uplifting, refreshing, de-stress

7 Up cuts through fatigue and daily monotony Target Audience

Cool, easygoing, funny

Tone / Personality

Reason To Believe

Young urban consumers

Quirky

Natural lemon flavour is a mood uplifter and is refreshing

7Up- Digital Facebook page

Appy and Grappo FizzGrappo arrives

Emotional Proposition 1 Emotional Proposition 2 Self-expressive Proposition

It has personality and zing- very with it

Social acceptance and belonging

Laid back, unfazed, witty, friendly

Target Audience

Tone / Personality

Young, urban, 16 35, unconventional

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

Appy and Grappo Fizz- Digital- facebook page

Appy Fizz- Digital- Appy on facebook

Appy Fizz- Digital- Appy Fizzs 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