Coca Cola is an apt example of a product without any real benefits. Similar and better product satisfaction in terms of physical attributes are widely available in the market. Yet there is something different about having a Coke. The psychological reasons of choosing a Coke over a Nimboo Soda is much different, and the satisfaction attained is way apart as well. Let’s analyse how Coca Cola attained this position in the consumers mind.

Coca Cola was launched in India in 1956. So its exactly a 60 year old brand in India now. Below are some of the very early Coke ads in India. They appeared as print ads.

The idea of having a cool, instantly refreshing drink, packaged in a beautiful, small & stylish to hold bottle while you go dating outdoors in the hot & humid Indian tropical climate, is surely a marvellous positioning statement by Coke.

Thanda in India means cool drink, and this word is ingrained in our culture. For example, when guests come to our house, we ask “Kuch thanda lenge yaa garam?”, means will you prefer having something cool or hot? Similarly hawkers sell cold drinks, soda or chilled water by crying out “Thanda Thanda!.” Joshi used a clever twist of this very familiar Indian Hindi word to link it to Coca Cola. Resulting in a synonymous recognition in the Indian minds of anything cool means Coca Cola.

So when you crave for a cool refreshing drink or Thanda, the immediate word that comes to your mind is Coca Cola. This is but a brilliant way to position Coca Cola again as a cool, refreshing drink for the youth and everyone. This campaign expanded the Coke TG from the initial youth to the masses. This was a first attempt in dissolving boundaries and representing Coke as The Cool Drink for everyone.

#TheGreatAds #CocaCola #AamirKhan

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