Vanilla Coke taps into nostalgic theme for India launch

The communication features Coke brand ambassador and Bollywood heartthrob Vivek Oberoi in a series of Elvis-inspired hairdos and outfits -- and dance moves as well. The selling point that Coke is using to promote the variant is its 'ice-creamy' taste, and that line is being used on posters, print ads and outdoor media such as the back of Coke's delivery trucks. Created by McCann-Erickson and conceptualised by national creative director Prasoon Joshi, the films have been shot by celebrated director Ram Madhvani. Santosh Desai, McCann-Erickson president, said: "The drink has the flavour of vanilla that makes you nostalgic, so the ad also has a touch of nostalgia. The 1970s touch uses the current ambassador Vivek Oberoi in a different style to make nostalgia relevant for today." Targeted at urban youth, Vanilla Coke will be initially available in 500ml plastic bottles and will soon be introduced in 200/300 ml glass bottles and 330ml cans. The company is looking to gain 20 per cent share following the launch of this variant. It will be promoted heavily with certain key retailers, and there will be on-ground activities in colleges and malls, as well as the launch of a music compilation album this summer. Meanwhile, Coke's flagship brand advertising will see a new version of the company's hit 'Thanda matlab Coca-Cola' campaign featuring Aamir Khan this May, as well as more ads featuring cricketer Virender Sehwag, another Coke brand ambassador. In India, Coke, a $280 million brand, is in the peculiar position of being in third position in the cola wars -- the largest cola brand in India is Pepsi with sales of $402 million, followed by home-grown brand Thums Up (sales of $383 million), which was bought by Coca-Cola when it entered India.