Cola Wars - Youngistan Vs ThumsUp Via Social Media!
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Cola wars are always fun to watch, with sprite almost killing Youngistaan campaign with Yeah Hai Hindustan campaign, Pepsi decided to spoof Thums Up and then decided to put it online on Youtube before the offline tube..
Interestingly Pepsi did not launched the campaign on TV yet, it went off few days back on Youtube. Pepsi is doing some cool stuff to connect with young Indians, but overall its not that impressive
Pepsi runs a mobile community using SMS Gupshup, but of late it’s not that active. 7514 subscribers in 60 odd days is not bad, they should have used it to build a stronger community (Send jokes, send whatever youth likes to see on there mobiles than just pizza hut offers)
Pepsi’s microsite is a disappointment. The music is wired, you can visit PVR page, only to find TVC of Youngistaan commercial. I could not understand why anyone will watch those clips when you were bombarded with same on TV
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Dont really understand how spoofing thums up would do pepsi any good. Its better not to waste money by releasing this for TV.
Pepsi’s motive if i decipher correctly is to reclaim its glory of the “Yeh Dil mange more” days which probably wont happen for several reasons - too many alternative drinks & too much clutter on Indian television to just name a few.
What it really needs is a Persuasive argument to sell.Coke struck Gold with its “Thanda” campaign but lost its way since then & Sprite’s ads for most of the time are always in line with its positioning of “No Bakwas”.
“Youngisthan” concept is flawed from the very beginning as Coke doesn’t use the “Classic Coke” positioning in India. Thus taking the “Next generation” route is of no use.
Anyways we have a long summer ahead and it would be interesting to see how the Cola wars would turn out and what effect it would have on Sales.
I really want someone to at least try mentioning the need for a Refreshing COOL drink.