An overview of Print advertising of Aerated Soft Drinks
in 2005: AdEx study
April 13, 2006
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Key Findings:
• In 2005, Print advertising of Aerated Soft Drinks category
dipped by 23% from 2004.
• Pepsi emerged as the leader with 26% share in 2005.
• Two of the Top 3 cola giants preferred branding through
restaurants
• Contest promotions were most popular type of Sales Promotion
• Mirinda Lemon had the highest number of Print (ad creative)
innovations
They came, they saw, they conquered! But
the cola wars never ended. This week, AdEx India looks into
the battle that never ceased among the colas.
Here’s a sip of the trends in Print ad spends of the
Aerated Soft Drinks category from 2001 to 2005. |
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Advertising spends have witnessed a gradual drop since 2001
• The spends reduced to 26 in 2005 compared to the indexed
year 2001
The highest spending cola giants that made it to the Top 5
in Print medium in 2005: |
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• Pepsi led
the race with 26% share Print advertising in the Aerated Soft
Drinks category.
• Thums Up followed in second place with 17% share of
spends.
The chart below gives an insight into advertising beyond commercials
in the Aerated Soft Drinks category in 2005. |
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• Pepsi concentrated on branding with mainly events,
while Thums Up preferred restaurants
• Theatres and restaurants were the choice for Coca-Cola.
Let’s find out what kind of sales promotions were
used by the Aerated Soft Drinks category in Print advertising.
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Sales promotions formed 45% of Print advertising
• The 89% share of Contest promotions prove that the
Aerated Soft Drinks category means serious business with its
‘Everest Challenge’ and ‘Kufiya Card’
contests
Lastly, a look at the Print Innovations used by the Aerated
Soft Drinks category in 2005. Print Innovations are unique
print ads that are used to advertise products, for example,
a figured outline of a soft drinks bottle placed in the middle
of an article. To find out more about print innovations
click
here.
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Figured
Outline used by Mirinda Lemon |
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• Mirinda Lemon
had the highest number of Print Innovations with 18 figured
outlines and seven L-shaped innovations
• Coca-Cola was right behind with 23 Print Innovations
in 2005
We will be coming out with similar analyses on other categories
in the coming days. |
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| (Analysis
from AdEx India- A Division of TAM Media Research)
For
more such analysis click here...
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