The King is soon to hit the market, as Vivek Oberoi dresses up in Elvis Presley get-up to promote the latest Vanilla Coke. The cola major has roped in the young screen icon as the brand ambassador for its new launch.
The all-new TVC of the product is scheduled to be aired around mid-April, followed by extensive print and online campaign. And, the brain behind the show is none other than Prasoon Joshi, National Creative Director, McCann Erickson. Keeping in mind Elvis’ appeal to young crowd, Bappi Lahiri recreates the whacky music of the ’60s for the compositions of Vishal-Shekhar duo of Jhankar Beats fame.
As Sanjiv Gupta, CEO & President, Coca Cola India puts it, youth has been the main target for the product and this gets reflected in the ad campaign featuring Vivek Oberoi. “The campaign extensively uses the word ‘wakaw’ which reflects the story of youth stuck in time,” he said.
Talking to exchange4media.com, he informs that the product would be launched extensively in all the metros and mini metros across the country. “The whole exercise would lead to an increase of over 20 per cent in the franchisee business. The volumes of sales will come partly from the soft drink segment and other categories,” observes Gupta. "There are chances of cannibalisation but the product, in due course of time will be a different brand in itself with competitive pricing.
Vanilla Coke was launched almost two years back in the US and Europe. In India, marketing programmes are lined up for the product initially available in 500ml PET bottles, would include activation of key accounts, promotional activities in colleges and shopping malls. This will be followed by the launch of retrospective music album.