The Coca-Cola regional business of Hyderabad (largely comprising of Thums Up) has headed towards Rediffusion DY&R. As per sources within the industry, the account size is estimated to be within the region of Rs 8 crore. This part of the business was earlier under the purview of Leo Burnett.
As per estimates, for the cola major, which has so far invested around $ 840 million in the country, Andhra accounts for nearly 20 per cent of its total volume of carbonated soft drinks. Similarly, in the area of packaged drinking water, the state accounts for 20 per cent of Kinley’s national sales. In view of the high volume of business and investments, the state is equivalent to a region for Coca-Cola, which has five operating divisions for the country. Coca-Cola India has garnered approximately 80 per cent share of the total carbonated soft drink market in the region. AP also accounts for a market share of 26 per cent for Sunfill, a ready to mix drink. The company's operations in the state have become a role model not just for Coca-Cola’s businesses in other regions in the country, but for its international business establishments as well.
Traditionally, all the communication that Coca-Cola has had to offer has been broken down into two segments – regional and national. At a national level, if you have an Akshay Kumar in an ad for Thums Up, you would have a Chiranjeevi equivalent for the south, doing the exact same thing. In April, the company had kicked off a ‘Thums up Mega Thunder’ campaign, which celebrated 25 years of the Thums Up way of life, specifically tailored for the region of Andhra Pradesh. During the promotion period, Thums up 200 and 300 ml bottles in AP carried special crowns, each having one of the five chosen alphabets – C, H, I, R, U printed inside. All that the consumers had to do was to collect the set of alphabets and mail the liners to the company's address printed on top of the crown. The first 1,000 winners got two passes to a gala screening of a Chiranjeevi movie in Hyderabad, in the presence of the star himself.
However, it remains to be seen what changes would occur in Coca-Cola’s modus operandi after the move to Rediffusion DY&R. Either way, the media plan includes television in addition to outdoor and radio.