Coca-Cola has decided that advertisements for Thums Up will focus on the brand’s intrinsic qualities instead of attacking Pepsi. The “Grow up to Thums Up” campaign according to sources was successful last year but continuous use of the campaign had led to erosion in the Thums Up brand equity. The campaign will now focus on its own story about maturity and masculinity.
Advertisements for Thums Up have been attacking Pepsi as being too sweet for grown ups. The commercials featured Salman Khan and Sushmita Sen. According to sources the new campaigns might feature other celebrities.
Apart from Thums Up, Coca-Cola has also been using Sprite, another brand in its stables, to target Pepsi. However, there are no plans to pull the hard-hitting Sprite campaign off the air. By attacking Pepsi with these two brands, Coca-Cola has been able to steer clear from ambush marketing through its own brand.
Coca-Cola had acquired Thums Up in 1994 from the Ramesh Chauhan-promoted Parle Drinks, and continued to advertise the brand on its earlier “Taste the Thunder” platform.
Thums Up emerged as the strongest brand among urban males across the country. With the help of the “Grow up to Thums Up” challenge, the brand became associated with the younger crowd, with the average age moving from 28 years to 22 in 15 months.