Re: Branding / The Coke discussion

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 10 Mar 2003 09:59:54 -0600

At 12:22 PM -0600 3/6/03, Venkat Srinivasan wrote:
>With reference the Coke branding discussion, I noted that in India Coca
>Cola has a new ad campaign that equates Coke with the Hindi generic word
>for soda/soft drink - 'Thanda'. The word literally means 'cold'. The lay
>consumer usually asks for a 'Thanda' when they want a soda/soft drink. Coca
>Cola's been drumming 'Coke=Thanda' in a major media blitz for months
>now. Chances are, most Indians looking for a 'Thanda' will get a Coke at a
>store that sells it, unless they specify otherwise. I'm sure Coke's
>sales-force has told merchants to hand people a Coke if they say 'Gimme a
>Thanda'.
>

Righty-o. Of course, for the record, this is advertising, not branding.....
--
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Received on Mon Mar 10 2003 - 09:59:54 CST