A relationship and a rivalry ingrained in the culture that predates the 20th century. Two companies that have played a pivotal role in shaping the contours of modern advertising.
J. C. Louis and Harvey Yazijian’s 1980 book titled ‘The Cola Wars’, perhaps, best describes it. “As two of the prime consumer products in modern civilization, Coke and Pepsi have come to epitomize perhaps the central feature of all advertising, which is to provide the forum for placing social values and attitudes on a plane with material ones — be they goods, services, or money”
Between the two historical giants exists legendary marketing tactics to outdo each other. One of the most famous ones was the 1975 Pepsi Challenge.
Coca-Cola had been holding the number one position in the market for decades. Their superior distribution system, effective marketing, and incredible brand loyalty created a legion of happy customers.
Pepsi was relatively new and looking to capture a sizeable market portion. They were driven, hungry, and willing to go that extra mile. A business savvy executive at the company designed a bold and revolutionary strategy and called it ‘The Pepsi Challenge’.
They walked inside the malls around the country and invited people for a blind taste test. One can contain Pepsi and the other Coca-Cola. The blind taste test resulted in the favor of Pepsi. They were jubilant about the win and conducted television campaigns showing people choosing Pepsi over Coca-Cola.
Pepsi had won the battle but the war was yet on. Coca-Cola had yet to respond.
After a few initial blunders like issuing press releases and questioning the results of the Pepsi campaign, Coca-Cola came up with a devious plan. Enacting the adage ‘If you can’t beat them, join ‘em’, they came up with New Coke that was similar in taste to Pepsi.
The plan worked like a charm. The ‘New Coke’ spurred debates as people wrote to the company to change it back to the classic Coca-Cola taste. Now people were again talking about Coca-Cola – New Coke vs. Coke Classic. And Pepsi was forgotten.
The Year 2003
This iconic battle was so baffling that a neuroscientist named Read Montague decided to resolve it through his own study.
He recreated the blind taste test with a few test subjects and monitored their brain activity. His research was in line with the original campaign – Pepsi was preferred. His finding was that the subjects responded strongly to Pepsi in the reward center of the brain.
Next, he tweaked the test the told his subjects exactly what drink they were consuming. This time the test results were in favor of Coca-Cola. He observed that brain activity changed. Memories and perceptions had taken over and sheer brand power overrode every other consideration. Coca-Cola has won again !!
The History of the two Titans
Both drinks were created in a pharmacy. Coca-Cola was the first to be created by Dr. John S. Pemberton in the early 1800s. A little over a decade later, Caleb Davis Bradham created the drink that would later be known as Pepsi-Cola. For more than a century and traveling different paths, both these companies have created a niche for themselves. Their marketing techniques have made it to the Advertisement Hall of Fame and the brands are identifiable by their logos worldwide.
Marketing Strategies Comparison
Coca-Cola was the first company to expand internationally in 1915 by opening a plant in the Philippines. By the 1920s Coca-Cola was establishing a presence in Europe and within a decade expanded its presence to Australia and South Africa.
Meanwhile, Pepsi had expanded its footprint in the country to 24 franchises by 1910. World War I and the resultant sugar crises almost forced Pepsi to go bankrupt in 1923. The company was sold about 5 years later and relocated to Virginia. In the early 1930s the company again faced bankruptcy but recovered and since then has been successfully growing.
Both companies have developed logos after a deep market study using colors that most resonated with consumers. Their advertisement campaigns have been on an equal footing, be it creating catchy jingles to audience-engaging television promotions. By the 1960s, both companies had a presence in more than 100 countries when Pepsi decided to tap the youth market by dubbing the brand as ‘those who think young’. Its youth-focused advertisements continue into the 21st century.
Both companies expanded their product range in the 1960s. Coca-Cola purchased the Minute Maid Corporation and launched its most successful product Sprite. Pepsi, at the same time, gave its health-conscious customers a sugar-free option called Diet Pepsi. They also acquired the distribution rights of 7-up, Sprite’s main competitor, in the 1980s. As time went on, both companies expanded their product ranges and are on an equal footing.
With time and technological advances, this clash of the titans has also evolved. Both companies used celebrities for endorsements which lasted for about 2 decades. When social media marketing evolved, both companies became active online continuing their war.
Over the years both companies have sponsored a slew of major sporting events. Coca-Cola has been associated with the Olympics since 1928 while Pepsi has a long-term deal with NFL.
Who is Better
Every year, with all the highs and lows, they win some and lose some. However, there is no clear demarcation about who is better. Both conglomerates are head-to-head. However, for both brands, the future is more about hand-in-hand as the market and consumers evolve.
FAQs
What marketing strategy does Pepsi use?
Pepsi’s marketing strategy utilizes celebrity endorsements and company sponsorships to promote its product.
What marketing strategies did Coca-Cola use?
Coca Cola actively uses social media and online communication channels for business promotion.
What makes Coca-Cola more successful than Pepsi?
Coca-Cola has a much stronger position in the industry than Pepsi because of its diversified product line and portfolio, which gives it the upper hand when it comes to competition.
Why did the Cola Wars happen?
The great Cola Wars of the 1980s were a battle between Coca-Cola and Pepsi for dominance.
The most effective way to market a company, its products and services is having a brand ambassador. The brand ambassador must portray all the brand values that the company stands for, endorse the company to the fullest ability and help boost consumer sales. An actor that has global fan following for many years is Aamir Khan, as he was also described as the biggest movie star in the world by Newsweek.
Aamir Khan, born as Mohammed Aamir Hussain Khan, is a prominent Indian actor, director, filmmaker, along with being the host of a popular television talk show host. The actor has won numerous awards and accolades such as Filmfare awards, National Film Awards, AACTA award and has also been awarded the Padma Shri and Padma Bhushan by the Government of India.
For many years, Aamir Khan has been listed in the 500 Most Influential Muslims Of The World. The actor is known for his work in movies like Raja Hindustani, Fanaa, Sarfarosh, Lagaan, Taare Zameen Par, Rang De Basanti, PK, Dangal, 3 Idiots, Ghajini, etc. Apart from his acting career, Aamir has also created and hosted the television talk show Satyamev Jayate which became popular for highlighting sensitive social issues in India and occasionally influencing the Indian government.
The actor’s work as a social reformer, tackling issues ranging from poverty and education to abuse and discrimination, made him appear on the list of Time’s 100 most influential people in the world. Aamir Khan is always in demand by the advertisers and is known to charge over Rs. 5 to Rs. 7 crore for each endorsements.
The net worth of the actor was last reported to be $225 million in 2021, while the brand value of Aamir was estimated to be $24.9 million in 2020. Some of the brands endorsed by Aamir Khan are Coca-Cola, Samsung, Tata Sky, Snapdeal, Vivo, UNICEF, “Athithi Devo Bhavah”, Godrej, Datsun, Titan Watches, Etisalat mobile, Vedantu, PhonePe, CEAT Limited, Starplus, Walkaroo among others.
Here is a List of brands that the celebrity film star Aamir Khan is associated with:
PharmEasy
Aamir Khan, as the PharmEasy brand ambassador, launched a campaign on April 1, 2022, where the celebrated actor endorsed the Indian pharmacy company across different platforms. #GharBaitheBaitheTakeItEasy is the name of the campaign of which Aamir is a part.
Vivo India
Vivo is a Chinese tech company that has headquarters based in Dongguan, Guangdong. The company is a subsidiary of BBK Electronics and designs & develops many well-known smartphones, smartphone accessories, software, and online services. Vivo is an independent company and develops its own products as it has its own R&D centres in China and over 10,000 employees.
The company is currently the third largest mobile brand in India with over 10% of the market share. Vivo is behind companies like Xiaomi and Samsung but is ahead of Oppo and Lenovo in terms of market rating. The company signed Aamir Khan as its brand ambassador in 2018.
Kenny Zeng, Vivo India’s CMO said, “The company is thrilled about the upcoming possibilities that our partnership with one of the world’s biggest superstars, Aamir Khan, will open up in the country.” He also added that with the help of the actor the company to explore newer avenues to reach customers as it scripts its future growth strategy in India.
Snapdeal
Snapdeal is an Indian e-commerce company that has its headquarters in New Delhi. The company was found in 2010 by Kunal Bahl and Rohit Bansal. Snapdeal is known to be the country’s largest online marketplace, with over 60 million plus products from 800 different categories from regional, national and international brands and retailers.
The company has more than 300,000 and delivers to over 6000 plus cities and towns in India. Snapdeal signed Aamir Khan as its brand ambassador for a year and was a part of the company’s multimedia campaign. In the commercial sector, the actor can be seen encouraging entrepreneurship in the country by asking more sellers to list and sell on Snapdeal.
Vedantu is an Indian Ed-tech company, the popular platform allows its teachers to tutor the students online using a real time virtual learning environment named WAVE an in-house built technology. The app operates on a marketplace model for teachers where students can browse, discover and choose to learn from an online teacher.
The Bengaluru-headquartered company was launched in 2014 and was founded by Vamsi Krishna, Pulkit Jain, Saurabh Saxena, and Anand Prakash. The company signed Aamir Khan as its brand ambassador and has since then been a part of its multimedia ad campaign that showcases the pros of the platform.
Shivani Suri, the CMO of Vedantu said, “The campaign is focused on reaching out to parents and addressing their valid concerns with respect to online learning through a series of very relatable commercials, which will resonate with them.” She also added that Aamir Khan as a brand ambassador perfectly embodies the role of an involved parent while bringing his own charm to the character.
Godrej Group
Godrej Group is one of India’s most-trusted multinational conglomerates that has its headquarters in Mumbai, Maharashtra. The company was founded in 1897 and is currently in sectors such as real estate, consumer products, industrial engineering, appliances, furniture, security, and even agricultural products.
Some of its well-known subsidiaries are Godrej Industries, Godrej Consumer Products, Godrej Agrovet, Godrej Properties, and Godrej & Boyce. Godrej has also been changing and redefining the marketplace with its innovative ideas and this has also been reflected in its marketing and branding strategies. This is why the company signed Aamir Khan in 2018.
Since then, the actor is the face of its Har Idea Se Zindagi Muskuraye / Ideas that make life brighter ad campaigns. In an interview, Aamir said, “Godrej is a company which has always stood for the highest in quality and dependability, along with being one of the most modern and innovative brands, constantly ahead of the pack.” He also added that he loved the creative idea of this campaign, it is challenging and full of fun and humor.
Datsun is a popular automotive brand that is owned by Nissan that started production in 1931. The company is well known for its high-quality yet low-cost vehicles manufactured especially for the upcoming markets. A few of the popular models are 510, Fairlady roadsters, and the Z and ZX coupés.
Datsun started selling its vehicles in countries like Indonesia, Russia, India, Nepal, and South Africa in 2014. The company also has built a Renault-Nissan plant in Chennai. Datsun India signed Aamir Khan as its brand ambassador in 2020, the actor is featured in some of the multimedia ads of the ‘ExperienceChange’ campaign.
Commenting on the decision to make Aamir its brand ambassador, Thomas Kuehl, the president of Nissan India operations said that, the actor advocates the bold and fearless attitude of the new generation who strive for excellence and embodies the spirit of Datsun. We are proud to have the actor onboard and be the face of our new campaign.
Samsung Electronics
Samsung Group is a South Korean multinational company that has its headquarters in Samsung town, Seoul. The company became a conglomerate after it diversified into areas like food processing, textiles, insurance, securities, and retail. As of 2020, the company has the 8th highest global brand value.
The company entered the electronic industry in the late 1960s and since then has kept growing consistently becoming the world’s largest manufacturer of mobile phones, television, and smartphones by 2021. Samsung Electronics account for 70% of the group revenue in 2012 thanks to its successful Galaxy series.
Samsung Electronics is currently available in 74 countries and has over 290,000 employees making it the world’s second-largest technology company by revenue. Samsung India made Aamir Khan as its brand ambassador for its smartphones back in 2008.
Commenting on the deal, H.B Lee the president and CEO of Samsung South West said that, “The Samsung brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance. And these very same qualities are epitomised by Aamir Khan, whose quality and depth of work as well as versatility as an actor have made him a much loved and respected actor in India today. We are indeed very proud and privileged to have him as our brand ambassador.”
TataSky is the largest Indian Direct broadcast satellite service provider in the country. The company uses MPEG-4 digital compression technology and transmits using INSAT-4A and GSAT-10 satellites. TataSky is a joint venture between the Tata Group and the 21stCentury Fox which is owned by Walt Disney Company.
The company currently offers more than 600 channels which include 495 SD and 99 HD channels and services along with other active services to its customers. TataSky made Aamir Khan its brand ambassador in 2008, and since then the actor has been featured in all TataSky brand and product communication, including advertisements on TV, print, and radio.
Vikram Kaushik, the CEO and Managing Director of TataSky said that the actor perfectly fits the brand as our brand ambassador and will be instrumental in communicating the benefits of TataSky to consumers across the country.
PhonePe
PhonePe is one of the top Indian Fintech companies known for digital payments and financial services applications. The company has its headquarters in Bengaluru, Karnataka, and was founded by Sameer Nigam, Rahul Chari, and Burzin Engineer in 2015.
The app offers services such as sending and receiving money, recharging mobile, DTH, data cards, making utility payments, paying at shops, investing in tax-saving funds, liquid Funds, buying insurance, and mutual funds made accessible in 11 different Indian languages. It also provides additional services such as booking Ola rides, paying for Redbus tickets, and even booking flights and hotels on Goibibo.
PhonePe currently has more than offline and online merchant outlets across 500 cities in India allowing its customer to use the app for food, travel, groceries, medicines, movie tickets, etc. The company currently has more than 280 million users and also launched the PhonePe ATM in 2020. PhonePe signed Aamir Khan along with Alia Bhatt as its brand ambassador in 2019.
Since then, the two actors have appeared in many multimedia ad campaigns, showcasing a skeptical Aamir Khan gradually getting convinced by Alia Bhatt to become a PhonePe customer.
The six commercials with two actors showcase a storyline, where a skeptical Aamir Khan can be seen gradually getting convinced by Alia Bhatt to become a PhonePe customer. These ads have only one objective, which is to introduce digital payments, and explain the benefits, ease of use, and safety.
Starplus is a popular Indian entertainment television channel that is owned by Star India which is a subsidiary of Walt Disney. The network has programs in genres such as family dramas, comedies, youth-oriented reality shows, and television films. The channel was in 1991 and was initially an English language entertainment channel that broadcasted international shows from the US, UK, Australia, New Zealand, etc.
After the introduction of Star World, becoming the network’s English-language counterpart channel, Starplus became the Hindi language in 2000 and is currently one of the top channels in India.
In 2016, the channel made a campaign with many thought-provoking ads and programs with the tagline Nayi Soch which means new thinking, in order to inspire social change. Star plus signed Aamir Khan to be the face of the campaign and the actor has since then appeared in many commercials of the popular Nayi Soch campaign.
Walkaroo
Walkaroo is an Indian footwear brand that belongs to the U4ic International, a VKC group subsidiary. Over the past five eras, the brand has grown tremendously because of its marketing strategy which encompasses retail and e-commerce. Walkaroo currently has four company-owned and franchise stores in South Indian states and is also planning to extend into the northern states.
The brand was launched in 2013 and originally catered to the footwear space with made-in-house sports sandals, but later expanded its product portfolio with Flip-flops, casual shoes, sandals and loafers at affordable process.
The company announced Aamir Khan as the brand ambassador for Walkaroo in 2019, the actor has been featured in a multi-media campaign known as “Be Restless” in order to reach a younger target audience. In an interview, Aamir Khan said, he is thrilled to be a part of Walkaroo’s journey of making youth across India move ahead confidently and comfortably.
Aamir Khan is fondly called Mr Perfectionist in the industry as the actor quality over quality and also only endorses one brand at a time. The actor has spent over three decades in the film industry and is known not only for his movies, but also for his brand associations. Aamir Khan has proudly in some of the most iconic television commercials endorsing brands.
As a social reformer, Aamir has also endorsed meaningful campaigns like “Athithi Devo Bhavah”, UNICEF to promote child nutrition, the IEC campaign to raise awareness about malnutrition, and Starplus’s Nayi Soch to inspire social change. But besides that, the actor is known to be highly selective in the big commercial brands that he endorses. Currently, many new brands are approaching the actor to rope him in as their brand ambassadors in order to attract audiences of all age groups.
FAQs
Who is Aamir Khan?
Aamir Khan born as Mohammed Aamir Hussain Khan is one of the most popular Indian actor, director, filmmaker, and also a television talk show host.
What is the brand value of Aamir Khan?
The brand value of Aamir Khan was over $24.9 million in 2020.
Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, created a new kind of sugary drink sold in soda fountains that gave birth to Coca-Cola. The naming credit of the beverage goes to Frank M. Robinson, as well as for designing the trademark still used today.
Coca-Cola was founded in the year 1886 and was charged only five cents back then. It was during the same time that the marketing efforts in Coca-Cola’s history were executed through free vouchers or samples of the beverage.
It is hard not to be amazed by the love Coca-Cola has been getting for 135 years. Today, the coke we know wasn’t always like this, it has gone through various iterations over the years. It started off selling nine drinks a day in Georgia to selling more than 1.9 billion beverages in more than 200 companies around the world daily, that’s how the brand evolved since its inception. Let’s read how.
History of Coca-Cola
Before Dr. John S. Pemberton’s demise, he sold off his Coca-Cola recipe to then-American tycoon and Politician Asa Candler. The man behind the success of the Coca-Cola company. He played an instrumental part in spreading the brand across the country.
Asa Candler
He acquired all the rights of Coca-Cola and incorporated it as The Coca-Cola Company in 1892 and expanded the distribution of the syrup to soda fountains beyond Atlanta. He also promoted the drink by giving it away for free and labeling pharmacies and soda fountains with items bearing the brand’s name.
The game changed for the brand when a businessman named Joseph Biedenharn, began the concept of bottling the beverage. The significant rise in the demand for Coca-Cola led to the idea that the soda fountain should be portable.
To keep up with the increasing demand, Candler had set up many syrup plants across the country in places like Dallas, Chicago, and Los Angeles. During that time, soda fountains were the only way to consume carbonated beverages in the United States. Asa Candler was a savvy businessman, but he underestimated the future of Coca-Cola in that it would be in portable bottles rather than soda fountains.
In 1899, two lawyers, Benjamin Thomas and Joseph Whitehead approached Candler to sell the rights of Coca-Cola to them. In no time, he sold the bottling rights to them for one dollar with a contract that had no expiration date.
The reason Candler sold off the rights so cheaply truly shows that he believed that bottling would never be a hit. However, things did not go as Candler’s assumptions, bottling did become popular, surpassing fountains sales in 1928.
The non-expiring contract included that Candler had signed to provide syrup for a fixed rate, which meant Coca-Cola’s profits can only be doubled by maximising the amount of the product sold and minimising the price to the consumer.
The marketing strategy that made Coca-Cola one of the greatest brands in the world
The story behind the 5-cent price tag of Coca-Coal
Why coca-cola didn’t change its price for 70 years?
The Genius Marketing Strategy of Coca-Cola
The brand decided to do aggressive marketing campaigns to associate its product with the five-cent price tag. This proved to be a successful campaign because consumers thought the brand is selling the product themselves.
Coca-Cola 5 Cent Advertisements
As a result, it provided an incentive for retailers to sell at that price, even though a higher price at a lower volume might have made them more profitable.
Up until the 1950s, the price of coke remained the same at five cents because they did not want to affect the psychological associations among consumers.
As the soft drink continued to gain popularity in bottle form, it also gave rise to its competitors, who began producing copycats. This incident made advertising an integral part of Coca-Cola.
They started advertising its product as genuine and running campaigns to urge the public to “demand the genuine”. To beat the competition, they are the first ones to manufacture the contour shaped-bottles. This signature style allowed the company to distinguish its product from replicas. From then on, the brand started making advertisements that always had an impact on its consumers.
Coca-Cola Bottle Shape
Coca-Cola always stuck to its idea of simplicity, they have never strayed from its timeless and fundamental ideals. Over the decades and masses of marketing campaigns, Coca-Cola has consistently expressed one compelling message: the joy of simple pleasure in life with simple slogans such as “Enjoy” and “Happiness” that seem to be working across the globe.
Even after being a global icon, the brand understood that to reach consumers they have to personalise and speak at a localised level. Every country has its version of a Coke advertisement that is customised to its local culture and language, with the most popular names of each region printed on bottles and cans in place of the brand’s title.
Conclusion
So, to play like a boss in the marketing world, one should learn from Coca-Cola’s marketing strategies.
They set a perfect example when it comes to building a successful global brand. That is by making human connections more relatable, introducing innovative designs and styles while staying true to simple principles, and creating branded experiences.
FAQs
When did Coke stop being 5 cents?
In 1959 when inflation hit the brand stopped selling Coke for 5 cents or one nickel.
When did Coke cost 5 cents?
Coke had a fixed price of 5 cents from 1886 to 1959.
Advertisements that persuade consumers to buy their products solely depend on touching their viewer’s emotional psyche and this does not come as a surprise. People make brand judgments based on emotions rather than information, according to studies, and emotional responses to advertising have a greater impact on a person’s desire to buy than the content of an ad.
According to Douglas Van, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing wrote, “The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”
Such emotional sensitivity from brands, on the other hand, hasn’t always been the case. Advertisers were more interested in persuading their consumers through the use of comedy and sarcasm throughout the 1990s and early 2000s. In response to this, ‘Pereira & O’Dell’s‘ chief creative officer PJ Pereira said, “I think what’s happened is that the ad industry has spent the last decade celebrating bitterness and cynicism and being mean to people.
For a while, it was great because it was different from everyone else, and then it became a trend and people got sick of it. It wasn’t funny or interesting anymore. So when things started to pop with an opposite voice, the customers totally reacted.” Here’s a look at the best emotional advertising campaigns that will surely evoke emotion in you.
Advertisement Appeals means the ways of communication strategies used in the advertisement to attract the attention of the customers and affect their feelings so that they can take an interest in the product or service that they offer. Some of the most popular advertising appeals that work properly are:
Emotional Appeal- Sometimes consumers’ purchase decisions are based on emotional appeals. These emotional appeals mainly focus on trust, loyalty, kindness, love, and happiness. These kinds of ads make quite an impact on people when they use some powerful but peaceful music in the advertisement.
Musical Appeal- Music is a universal language. Advertisements take the help of music appeals to make the ad interesting so that it can stick to customers’ minds. Various ad jingles and catchy tunes have led to an increase in the consumption of products and services. It creates a positive impact on the mind of people.
Fear Appeal- Fear can make you do things that you don’t want to do. Advertisers take advantage of this thing for their products and services. They show what can happen if the customer doesn’t possess the product and people often falls for this appeal, thus increasing their consumption.
Favourable Price Appeals- Discounts or lower prices can easily attract the attention of people. There is hardly anyone who doesn’t like lower prices, so favourable price appeals are a good way to increase the consumption of their products.
Let’s take a look at some of the most famous emotional advertisements ever made by Top Brands.
Budweiser – “Stand By You”
Year-2018
Budweiser created this ad by distributing over 79 million cans of drinking water to US cities hit by natural catastrophes. We watch Budweiser employees hard at work getting the job done while listening to Skylar Grey’s moving cover of “Stand By Me”. It ends with one employee’s delight at watching their contribution on the evening news.
This emotional advertisement creates a poignant feeling within the audience, paving a way for them to really connect with the workers and in hand with the company. They have used the emotional appeal to make the ad heart-touching and showed that everyone is working hard to help the cities that are hit by natural catastrophes.
Coca Cola – “The Wonder of Us”
Year-2018
In this inspirational ad, an appreciation for the uniqueness of people is displayed throughout. We watch Cokes being consumed by a diverse group of dedicated consumers, each with their own appearance, activities, background, and tales of their own.
Similarly, the voice-over is done by a wide range of artists, emphasizing the value of variety. Coca-cola becomes a source of intimacy and connection, bringing in people from varied backgrounds and making an amalgamation of a single unit, Unity in Diversity.
The advertisement has used emotional appeal, where it showed that it doesn’t matter who you are, your skin colour, your gender identity, or the person you love, you are unique and that is beautiful.
Nike – “What will they say about you?”
Year-2017
This is one of Nike’s most motivational advertisements in recent times. It starts by introducing a young Arab woman who goes for a morning run. Her voice-over (in Arabic) mulls over what her judgmental neighbours have to say about her as she walks by them.
The voice-over encourages the listener to reach for more as comparable women’s stories (boxing, soccer, parkour) play out. The advertisement’s editing establishes a tempo that escalates to a climactic point that is intended to be the most stimulating.
POV shots are also used in the commercial, bringing us closer to the action and deeper into the commercial. Nike is very well known for its long history of producing effective and inspiring advertisements. An emotional appeal has been used in this advertisement to showcase the strength of people in a world that often judges.
Tanishq – Ekvatam
Year-2020
Although this advertisement by Tanishq made the headlines for all the wrong reasons, we definitely cannot overlook the beautiful message that the ad brings in. The commercial starts with a Muslim family throwing a baby shower for their Hindu daughter-in-law.
As the creative comes to a close, the expecting mother informs her mother-in-law that baby showers are not a tradition in their household. “But isn’t it a tradition for every household to keep their daughters happy?” her mother-in-law counter questions with a smile?
A magnificent convergence of two different religions, traditions, and civilizations, stated the ad’s description, but social media disagreed. After all of the uproar, the video’s creators decided to take it down.
Interfaith ads can be very tricky in these sensitive times, however, such bold and beautiful ads are very essential to constantly remind us of where we stand as a progressive society and how far we still have to go. The emotional appeal has been used in this ad and has shown two different religions beautifully union.
These were some of the examples of emotional advertising. Emotions like Compassion and love are powerful sources that have an impact on us in ways we don’t and cannot simply comprehend. They play with our psyche and cause us to experience a number of feelings at the same time. And this is exactly what commercial designers look for, to grasp that emotional point and make us go through a cognitive process. Although it plays with our minds and persuades us to connect with the band, it also enriches us and maybe even cathartic for some.
FAQs
What is an emotional advertisement?
Emotional advertising is an advertising technique used by brands to evoke an emotional appeal in consumers so that remember and share.
What is an example of emotional advertising?
Coca-Cola’s “Choose Happiness” campaign is a great example of emotional advertising.
How effective are emotional ads?
Many brands witnessed an increase in sales after their emotional advertising campaign.
Brand ambassador are the crucial part of brand marketing, as they are responsible in the positioning of the brand image, gaining new customers and retaining the existing ones. One of the other common reasons for a company to get a brand ambassador is to reach the target audience of the company and create awareness about the brand.
One of the top celebrity brand endorser in India is Katrina Kaif. Katrina Kaif is a British actress that predominantly works in the Hindi Film Industry. Katrina is also one of the highest paid actress and among the top ten celebrity endorsers in the country.
Katrina has been a part of many box office hits and won awards like the Filmfare, despite the criticism for her acting and repetitive roles. The actress is known for her work in movies such as Maine Pyaar Kyun Kiya?, Namastey London, Raajneeti, Zindagi Na Milegi Dobara, Bang Bang!, Tiger Zinda Hai, Zero, etc.
Katrina is also the founder of Kay Beauty which is an Indian Cosmetic Brand, sold on the Nykaa’s website and its retail stores. The actress has contributed to her mother’s charity and participated in many stage shows. Katrina is known to charge over Rs 7 to 9 crore per endorsement deal. The net worth of the actress is estimated to be $30 million in 2021.
Here is a list of popular brands endorsed by Katrina Kaif. Some of the most prominent brands endorsed by Katrina Kaif are Kay beauty, Nykaa, Lenskart, Kalyan Jewelers, Reebok, and more.
Kay Beauty is a popular Cosmetic Brand in the country that was founded by the Bollywood star Katrina Kaif. The beauty line is available on the Nykaa’s website and its retail stores. The company currently has two types of store which are Nykaa On trend and Nykaa Luxe. Kay beauty is divided three sections which are Kolor, Kover, Kare which are products dedicated to different parts of the face.
The brand has 48 different pieces makeup priced at an affordable range of Rs. 249 to Rs. 799. Kay Beauty is India first celebrity brand. Katrina has endorsed her own brand in many unique and creative multimedia ad commercials. Commenting on her vision for the brand, the actress said that Kay beauty is not just a brand endorsement, but her brand that truly represents who she is.
She also plays an active role in marketing the company and has come up with trending hashtags like #MakeupThatKares and #ItsKayToBeYou, through which the brand talks about the gap that the brand fulfils by providing a makeup collection that have care ingredients to nourish the skin.
Nykaa
Katrina Kaif Endorsed brand – Nykaa
Nykaa is one of the top Indian eCommerce site that specializes in cosmetics and skincare/beauty products. The company was founded in 2012 by Falguni Nayar and has its headquarters in Mumbai, Maharashtra. Nykaa is at present available in 70 stores in India and offers products from luxury brands such as Tom Ford, Jo Malone London, Dior and Givenchy among others.
Nykaa’s website so far has more than 5 million monthly active users and handles more than 1.5 million order per month. The company has huge portfolio of over 1,500 brands with more than 1.3 lakh products available on all its platform like website and app. Katrina Kaif not only sells her makeup through the e-commerce site but also has funded the company with an undisclosed amount.
The actress has also endorsed the company in events and commercials. In an interview she said that, Nykaa has opened new avenues for women to explore and celebrate their own unique idea of beauty. Falguni Nayar the CEO of Nykaa, also commented that she admires the actress’s work ethic and understanding of beauty products.
Xiaomi is one of the top Chinese multinational electronics company that was founded in 2010. The company has its headquartered in Beijing. The company is known for its products such as smartphones, mobile apps, laptops home appliances, bags, shoes, consumer electronics among others.
In 2018, Xiaomi became the world fourth largest smartphone manufacturer, and also the the leading brand in the Chinese and Indian market. The company has more than 291.6 million monthly users and 18,170 employees around the world, in 2019. Xiaomi announced that Katrina Kaif will endorse the company smartphones like Redmi Y series in 2017.
Manu Jain, the managing director of Xiaomi India said that, “We are excited to have the actress as our product endorser for the Redmi Y series. Katrina is one of those individuals who works extremely hard to complement each and every situation she is a part of. It’s extremely synonymous with what Redmi Y series stands for. ”
Kalyan Jewelers
Katrina Kaif Endorsed brand – Kalyan Jewellers
Kalyan Jewellers is a popular Indian jeweler showroom chain that is present in overall metro cities of India and even in West Asia. The company has over 8000 employees and over the years has launched various product lines like Muhurat, Mudhra, Rang, Anokhi, Ziah, Rang, etc. Kalyan Jewelers currently hold a strong presence especially in South India, with 35 stores across four southern states.
Currently, the company has over 137 retail stores across India and Middle East, with 30 showrooms spread across UAE, Qatar, Kuwait and Oman, as of 2020. Kalyan jewelers made Katrina its global brand ambassador in 2018, since then the actress has been featured in many ad commercials. Katrina Kaif will also be the company’s customer engagement events across its showrooms in India and West Asia.
Ramesh Kalyanaraman, the executive director of Kalyan Jeweller in an interview said that, “The actress personifies brand Kalyan’s attributes of style and elegance. Katrina epitomizes the quintessential woman of today who are confident, progressive and with the courage of her conviction. This association will help our company to explore new avenues to engage with our customers as we script our future growth strategy in India and globally.’’
Lenskart has a manufacturing facility in India that produces more than 300,000 glasses every month and another facility in Zhengzhou, China that manufactures the other 50%. Katrina Kaif became the company’s first brand ambassador and has appeared in many of its commercials, helping the company raise Rs 600 crore in funding since 2010.
Commenting on the association, Peyush Bansal the co-founder of Lenskart said that, Katrina fits the brand like no other celebrity, has the right fan following and so has been signed for two years. He also added that, the company was looking for someone who naturally fit the Lenskart brand proposition of addictive playfulness.
Katrina Kaif Endorsed brand – Lenskart
Titan Watches
Katrina Kaif Endorsed brand – Titan Raga
Titan Company Limited is an Indian fashion house that manufactures products such as watches, jewelry and eyewear. The company started as a joint venture between Tata group and TIDCO and has its headquarters in Bengaluru, Karnataka.
The company initially started in 1994 as Titan Watches Limited and has currently become the fifth largest watch manufacturer in the world. Titan watch comprises of brands like Fastracks, Sonata, Raga, Octane and Xylus. Titan watches accounted for ₹2,126 crore in revenue which was 10% of the total of the company, in 2018.
The company signed Katrina Kaif as the brand ambassador for Titan Raga. Mr Ajoy Chawla, the Vice-President of Titan commented on the association by saying, Katrina symbolizes the changing face of the successful and contemporary Indian woman that the brand stands for.
Tropicana Slice is line of fruit flavored soft drinks that initially manufactured by PepsiCo in 1984. The brand was discontinued in the late 2000s until it was acquired by the New Slice Ventures LLC. Slice was re-introduced in India in 2008 by PepsiCo in form of a mango flavored fruit drink. The brand is now advertised as Tropicana Slice and is extremely popular in India.
This brands competes with other mango flavored drink like Maaza that belongs to Coca-Cola and Frooti that is owned by Parle Agro Private Limited. Tropicana Slice made Katrina its brand ambassador and the actress has been the face of the brand by appearing in many ad commercials endorsing the brands.
The most recent campaign ‘Sabse Thick Sabse Tasty’, features the actress posing the ultimate taste challenge to a fan. The blind taste challenge in the ad showcases the actress urging the fan to make a choice between Slice and another mango-flavored drink.
Commenting on the new campaign Anuj Goyal, associate director, Tropicana and Slice, PepsiCo India said, “The Company wanted to encourage consumers to take the new Sabse Thick Sabse Tasty blind taste challenge to bolster Slice’s position as the tastiest and thickest mango drink in India. We are also excited to reach out to our consumers through this campaign that features Katrina Kaif.”
Reebok
Katrina Kaif Endorsed brand – Reebok
Reebok is globally known British footwear and clothing company that has headquarters in Boston, Massachusetts. The company manufactures products such as fitness, running and CrossFit sportwear which include clothing and footwear. Reebok is the official footwear and apparel sponsor for CrossFit and Spartan and is a subsidiary of Adidas.
The company was founded by J.W Foster & Sons in 1895 in Bolton Lancashire, England. Katrina became Reebok’s brand ambassador in 2019, the actress has done many exciting collaboration with the company also featured in some multimedia campaign and commercials.
Sunil Gupta, the brand director of Reebok India commented on the association with the actress and said that, “Katrina being a fitness enthusiast, is a perfect fit for Reebok. The company is confident that together we will continue to inspire the youth and be thoughtful leaders in the fitness industry.”
Berger paints is a second largest Indian multinational paint company that has its headquarters in Kolkata, West Bengal. The company has over 16 manufacturing facilities in India, two in Nepal and one each in Russia and Poland. The company has its presence in countries like India, Russia, Poland, Nepal and Bangladesh.
Berger paints has more than 3,600 employees and a distribution network of more than 25,000 dealers across the country. Katrina Kaif is a face of the brand and has been a new campaign for their Silk Glamor Luxury Emulsion paint. The commercial features Katrina Kaif telling the story of her own house and how she nurtures the feeling of decorating her home to make it picture perfect.
Commenting on the association, Sudhir Nair the general manager of Berger Paints India Limited, says “The new ad campaign brings the idea of giving a stylish makeover to the walls of our home with new reflective technology, Silk Glamor. The idea of signing Katrina Kaif was to explain the beauty of the product to the customers and to accentuate the Silk Glamor brand to higher levels.”
Metro Shoes
Katrina Kaif Endorsed brand – Metro Shoes
Metro wear is a popular multi brand footwear retail chain in the country. The company has a nationwide network of exclusive Metro showrooms at over 206 prime locations across 100 plus cities in India. The company has its headquarters in Mumbai, Maharashtra and has its own e-commerce store offering a wide range of footwear products at an affordable range.
Metro shoes signed Katrina Kaif and Siddharth Malhotra as its brand ambassadors in 2017. Both the actors have been chosen to endorse Metro Shoes’ stylish footwear range as the brand looks to strengthen its position as the country’s fashion footwear.
Commenting on the association, Farah Malik, CEO said that, “We are delighted to have Katrina Kaif and Siddharth Malhotra representing Metro Shoes. Both the actors are the perfect embodiment of what the brand stands for which is a distinctive style with a confident and a sparkling personality.”
Lux
Katrina Kaif Endorsed brand – Lux
Lux is a trusted brand that is owned by Unilever. The company has its headquarters based in Singapore and offers a huge variety of products ranging from beauty soaps, shower gels, bath additives, hair shampoos to conditioners. Lux originally started out in 1899 with “Sunlight Flakes” which was a laundry soap.
Since then the lux products are marketed in countries like Brazil, Pakistan, China, Bangladesh, South Africa, India, Pakistan, Brazil, Saudi Arabia, Bangladesh, Thailand, and Vietnam. The brand currently manufactures its products at 71 facilities and also has over 2000 suppliers.
Katrina became Lux’s brand ambassador in 2010, and was also featured in a commercial for the ‘Lux Purple Lotus & Cream’ soap that is said to be a soap infused with anti-ageing properties. In an interview, Nandita Chalam, the vice-president and senior creative director of JWT said that, “Lux has always used stars that are on top and even the stars realise that. Kaif was the obvious choice because she’s currently very popular and is endorsing the brand for the first time.”
Katrina Kaif Endorsed brand – Lux
Educate Girls
Katrina Kaif Endorsed brand – Educate Girls
Educate Girls is an international award-winning non-profit organization that was founded by Safeena Husain. The organization is committed towards government’s vision to improve access to primary education for young girls, by involving the local government and communities.
Educate girls currently has a reach to more than 21,000 schools in over 12,000 villages spread across 15 districts of Rajasthan and Madhya Pradesh. So far the organization has enrolled over 200,000 out-of school girls since inception and helped them improve their learning outcomes.
Katrina was singed as the brand ambassador for educate girls in 2018, and since then helped the organization by raising her voice for the humanitarian cause. Commenting on the association, Katrina added that, “For over a decade now, Educate Girls has been partnering with the Government in bringing out-of-school girls back to school. I am committed to support Educate Girls in the endeavor to build an India where girls have equal opportunities to access quality education.”
FBB
Katrina Kaif Endorsed brand – FBB
FBB was founded in 2008, is a clothing brand that belongs to Big Bazaar which is the oldest and largest retail hypermarket chains of India. The company has over 250 plus stores in over 120 cities and towns across the country with FBB stores available in every Big Bazaar store. Fbb has been redefining affordable fashion and has strong presence across all metropolitan cities.
Katrina became the brand ambassador for FBB in 2018, and has so far appeared in some ad commercials along with other Bollywood actors like Diljeet Dosanjh and Varun Dhawan. In 2018, Katrina was featured in a multimedia campaign called, “Blend it like Kat”.
Splash
Katrina Kaif Endorsed brand – Splash
Splash was founded in 1993 and currently has its headquarters in Dubai, UAE. Splash’s parent company is the Landmark Group and has over 150 stores and 50 brand stores across 16 countries in India, Middle Eastern countries, Pakistan, Tanzania and Libya.
The sister group of Splash are well known Lifestyle Stores and Home Centre Stores. Both Katrina Kaif and Salman Khan were signed as brand ambassador in 2017 during the release of the movie Tiger Zinda Hai.
Speaking on her association Katrina said, “Splash to me embodies effortless style and great fashion, which is what I associate with personally. I am very happy to represent the brand as an ambassador for the Middle East, a region that has given me and my movies so much love and support.”
Conclusion
Katrina over the years have became one of the most effective influencers in India. The actress is known to be portrayed as an independent, intelligent, or industrious women throughout the media.
According to Forbes, Katrina Kaif was ranked 23rd in the list of 100 highest-paid celebrities in 2019. She was also ranked No 1 in the Annual Brand Trust Report of 2015. Despite that, the actress has a huge fan following making it another reason for her to be demand in the advertising world for the past decade.
Frequently Asked Questions
Who is Katrina Kaif?
Katrina Kaif is a British actress that predominantly works in the Hindi Film Industry.
What are the brands endorsed by Katrina Kaif?
Some of the top brands endorsed by Katrina Kaif are:
Kay Beauty
Nykaa
Xiaomi India
Kalyan Jewelers
Lenskart
Titan Watches
Tropicana Slice
Reebok
Berger Paints
Metro Shoes
Lux
Educate Girls
FBB
Splash
How much does Katrina Kaif charge for brand endorsement?
Katrina Kaif is known to charge over Rs 7 to 9 crore per endorsement deal.
What is the net worth of Katrina Kaif?
The net worth of Katrina Kaif is estimated to be INR 220 Crores in 2021.
Does Katrina Kaif invest in startups?
Katrina kaif has invested in startups:
Nykaa
Kay Beauty
Is Katrina Kaif a brand ambassador?
Katrina Kaif has been a brand ambassador for many brands. Currently, she is the brand ambassador of:
Sara Ali Khan the firstborn grandchild of the Royal Pataudi family is a well-known Bollywood actress. She’s better known as the eldest child of the Bollywood artisans Saif Ali Khan and Amrita Singh.
Sara started off her on-screen career at the age of 4, with a commercial advertisement. Later she went to study at Columbia University. Her body transformation from a polycystic ovary syndrome sufferer to an all glam lady was something that drew a lot of attention and led to a lot of praise and criticism. Initially, Sara Ali Khan had a hard family life since her parents got divorced when she was only 9. However, with time she says everything is well settled.
Talking about her career, her first movie “Kedarnath” received a lot of criticism. Due to the political and religious organizations opposing it. However, she received the Filmfare award for best female debut and the IIFA award for star debut of the respective year.
Her movie Simmba was one of the highest-grossing Hindi films of 2018. However, she faced failures too. The spiritual successor of her father’s movie with the same title “Love Aaj Kal”, was a major box office bomb. However, the overview of her career and performance is shiny and bright.
At a very young age, Sara Ali Khan has a highly valued endorsement profile. She is the face of quite costly brands as enlisted below:-
Fanta was a citrusy drink manufactured by Coca cola in the year 1955. It was born in Naples, Italy. Now it has over 100 flavours all over the world. However, it was introduced in India through the most famous orange flavour. Sara Ali Khan is the current Brand ambassador of Fanta.
Sara Ali Khan herself comments that she is as tangy, fruity and bubbly as Fanta. Shrenik Dasani, Vice President, Sparkling category of Coca cola India, believes that Sara’s vivacious and fun persona will make sure to turn Fanta moments more awesome and fruitier than before.
Puma
It is a German company founded in 1948. It manufactures athletic and casual footwear, accessories, and apparel. It stepped into India in the year 2006. In 2019 Sara was made the face of the Brand.
According to Abhishek Ganguly, the managing director of Puma India, Sara Ali Khan symbolises the spirits of Puma. That is she is fun, fierce, and brave. She is a leading icon to the youth.
With her, as a part of the Puma, he was sure about the fact that the company would reach new heights. Sara Ali Khan stated that Puma encourages women to stand equally in every sphere of life. Be it sports or something beyond. She resonates with this. Hence she was flattered to be a part of the Puma family.
Maybelline
Maybelline was introduced in India in the year 1998. In 2020, Sara Ali Khan was introduced as the face of the Brand. She was seen in a glamorous get up with cat eyeliner, peachy lip shade and a well-sculpted look.
Maybelline is a brand introduced in the year 1914, the first manufacturers of modern cosmetics. They’re quite advanced and unique in their approach to choosing the brand’s faces. It’s newcomers and fresh faces that they will promote. Sara Ali Khan can be called the shiniest newcomer of Bollywood from every aspect. Hence she was a perfect ten on ten for this endorsement.
JBL
JBL stands for James B. Lansing sounds. It was founded by American audio engineer James Bullough Lansing. It was brought to people in the year 1955. However, it was introduced in India in the year 2014.
In March 2020, Sara Ali Khan was roped in as the brand ambassador of the campaign “Live it Real, Live it Raw”. To convey her excitement about this campaign, Sara States that she likes to stay truly what she is. That is what makes her original and the best. Being organic is the best is what JBL has to offer to the youth. Hence she is thrilled to work for them.
Vikram Kher, the vice president of lifestyle audio, Harman India states that whatever JBL does is keeping the youth of the country in mind. Sara is absolutely what JBL has to offer. The spirit of youth and restlessness. She is a leading figure inspiring the youth will definitely do justice to the brand.
Vivo is a communication technology company, which belongs to China. It was started in 2009. In 2012, it was introduced in India. Sara Ali Khan was announced as the face of Vivo in January 2020.
Nipun Marya, Director of the brand strategy, Vivo India, states that Sara is the face of the S-series which leads the market with its exceptionally good camera and trendsetter looks which came to life with Sara Ali Khan. The Vivo Sara Ali Khan ad, promoting Vivo Y-series, has made her the Chief Style icon of the company
Veet
Veet is a hair removal product brand introduced in Canada in 1919 was brought to India in the year 2004. Its parent company is Reckitt Benckiser. Sara Ali Khan was roped in as the face of Veet India in 2020.
The brand thinks Sara’s spontaneous, energetic personality is the best for their campaign #pullitoff. Sara herself was very excited to do this endorsement. She says she has been using Veet for a long time now and hence she is super excited to work as the face of the brand. The Sara Ali Khan Veet ad was marketed with the hashtag Pull it Off.
Garnier is a skincare brand started in the year 1904 in Paris. In 1992 LO’real its parent company brought Garnier to India in the form of a shampoo range. It roped in Sara Ali Khan as their brand ambassador in 2019. She appeared in the commercial for Sheet masks from Garnier Skin Naturals. That was the first time when Garnier introduced sheet masks in India.
Pankaj Sharma, general manager of Garnier India, expressed his delight saying that Garnier skin naturals wanted to step on to the global trend of sheet masking. The mask’s quality of skincare is spontaneous, natural and modern just like Sara Ali Khan. Sara comments she is elated to advertise her favourite skincare product, sheet masks. As they are less time consuming to apply and their effect is long-lasting and glorious.
Purplle
Purplle is an online beauty store founded in India in the year 2011. It signed Sara Ali Khan for its #Gopurplle campaign. This campaign aims at the royalty of beauty and how beauty should be a right for all. Its sale was on from the beginning of 2021, under 400 INR, a huge collection of products.
According to the company, she’s modern, expressive, a new age woman and most importantly confident with her own skin. Hence she was a perfect fit for Purplle. Sara says being beautiful is a right of every woman. Hence to help them be beautiful she’s delighted. Also, Sara Ali Khan is the first ambassador of Purplle.
Mamaearth
In 2021 itself, Sara Ali Khan was the first celebrity ambassador of Mamaearth. She was approached by the company to advertise their haircare range. Ghazal Alagh co-founder of Mamaearth states that it is a company for the millennials created by the Millennials with a unique goal to conserve nature. Hence, Sara Ali Khan, the face of the youth is the best who can resonate with the voice and goodness of the brand.
HealthifyMe
HealthifyMe is a Bengaluru-based health and fitness application founded by Sachin Shenoy, Tushar Vashisht, and Mathew Cherian, which allows users to achieve their fitness and weight loss goals with ease.
Sara Ali Khan has recently collaborated with HealthifyMe’s ‘Sab karenge try’, which is the brand’s first-ever commercial campaign by saying “From itna saara, I became this Sara”. With this advertisement campaign, HealthifyMe has cast PCOD fighter Sara Ali Khan, who gets candid with her weight loss journey. The HealthifyMe advertisement is among Sara Ali Khan’s latest advertisements.
The Souled Store
The Souled Store is one of the favourite casual wear shops for the Indian audience. Founded by Vedang Patel, Aditya Sharma, Rohin Samtaney, and Harsh Lal in 2013, The Souled Store was one of the first companies to bring in licensed merchandise and is currently hailed as the largest store containing fan merchandise in India with licenses with a wide range of brands like Disney, Warner Bros, WWE, IPL teams, EPL Teams and Viacom18.
The D2C apparel startup has partnered with Sara Ali Khan on March 7, 2022, where the actress has infused an undisclosed amount, as far as the latest reports.
These are the most discussed brands. However, she has done more endorsements but not much is known about them.
Sara Ali Khan is an Indian actress, who is famous as the daughter of Saif Ali Khan and Amrita Singh. She also has her name included in Forbes India’s Celebrity 100 list of 2019.
What are some of the most popular Sara Ali Khan advertisements?
The Sara Ali Khan advertisement list includes companies like:
Purplle
HealthifyMe
MamaEarth
Maybelline
Fanta
Puma
JBL
What is the net worth of Sara Ali Khan?
The net worth of Sara Ali Khan is approximately $4 million, as of 2021.
Who are the parents of Sara Ali Khan?
Saif Ali Khan and Amrita Singh are the parents of Saif Ali Khan.
Which is the first movie of Sara Ali Khan?
Sara Ali Khan made her Bollywood debut with Kedarnath.
What is the Sara Ali Khan bag brand?
Sara Ali Khan has once been spotted at an occasion wearing a white playsuit with a coral handbag, the brand of which was Saint Laurent.
The war between the biggest brands has been going on for a long time now. Today, there are dozens of prominent brands in the market and all seeking the same audience at different levels.
With the increasing competition in the market, every brand is looking for the best advertising strategies for more customer engagement and traffic. The brands often fight with their competitors through the battle of advertising in order to be on the top.
This advertising battle between the brands often becomes very serious and brands put their all efforts into bullying the other. And the real purpose of advertising begins here only.
The battles between the brands are happening for over a decade or more and all these are held publicly. The brands have taken numerous precautions and built their marketing strategies absolutely flexible and strong.
The battles between the brands are always interesting to encounter. And that’s why in this article, we have presented you with the most interesting and intriguing advertising wars between the brands of the decade. Let’s get started!
What else do we need to satisfy our thirst when we have coke in hand! But here comes a twist, what to choose between the two biggest cold drink brands in the market? Is it Coca-Cola or should we choose Pepsi? Well, we all are familiar with this confusing situation. But it’s not just us, Coca-Cola and Pepsi are the biggest competitors of each other in the market.
In fact, it’s quite intriguing, both the brands were established in the late 1800s. Coca-Cola was started in 1886 meanwhile, Pepsi was developed in 1893.
The battle between these two started when Pepsi shot over Coca-Cola with the “Pepsi Challenge” campaign in 1975. In this campaign, Pepsi offered a free taste to the public and those who liked were given more of the soda.
The brands fought for more than a decade through numerous advertising battles. Finally, in 2011 when Diet Coke kicked off Pepsi from the second biggest coke brand position and gained the position. But of course, first was always Coca-Cola.
BMW Vs Audi
BMW Vs Audi Ad War
The two most luxurious and distinguished car brands, BMW and Audi are the biggest competitors of one another. Audi and BMW have always given tough competition to each other whether it’s a new car model or an award show. These two have never settled!
The biggest battle between these two was when Audi launched its ‘Your Move, BMW’ Billboard which was later followed by BMW’s “Checkmate” Billboard which was proven to be even bigger than ever. Their battle grew bigger when Audi, with an R8, placed the “Your pawn is no match to our king” billboard next to BMW’s. On this, BMW responded with “Game Over,” with their F1 car.
This didn’t come to an end and their battle even went on prints. BMW and Audi’s battle is a never-ending chess game between the two solid and biggest car brands.
Microsoft Vs Apple
Why left the tech brand war behind? As we are talking about the biggest brand wars, Microsoft Vs Apple is a popular battle. Microsoft has mocked Apple in a series of commercials.
Steve Jobs, the founder of Apple has never been a fan of Bill Gates and in fact, Apple has been targeting Microsoft for more than four decades now. On that note, you must remember the biggest advertising war, “Hi I am a Mac, and Hi I am a PC” between Microsoft and Apple.
Apple aired a commercial aimed at Microsoft in 1984, which showed a hammer throwing guy running through the levels of blank-faced people in grey who were looking at a propaganda screen and destroying it with the hammer. This commercial was referring to Microsoft as mild and conformist and Apple as the new advanced disruptor.
Soon after Domino’s began its oven-baked sandwiches and started promoting them through advertising, a battle initiated with Subway 2-to-1. Dominos started with a blind taste campaign where they let people taste the sandwich and favour them over Subway 2-to-1 sandwich. This became pretty ugly when the Subway team got offended and sent a cease-and-desist letter to Dominos.
Domino’s responded in a very interesting manner through an advertisement where Domino’s CEO Dave Brandon acknowledged Subway’s letter by oven baking it in the commercial. This became inactive after a few months.
Progresso Vs Campbell
One of the biggest advertising battles started in 2008 between Progresso and Campbell. Campbell is an international industry targeted with an ad campaign, directly at Progresso.
The campaign claimed that the soups at Progresso comprise a huge amount of MSG which is a flavour enhancer, as compared to that of Campbell’s Select Harvest.
As a response to this, Progresso stated that Campbell’s soul contains around 95% of MSG which puts adverse effects on our health. Progresso advertised this commercial on a full page in the New York Times.
The battle between these two continued and reached the high-end product by Campbell which concluded a national taste test campaign that showed around 70% of the total customers prefers its soup over Select Harvest.
With the immensely growing market and industries nowadays, the competition among the brands is becoming tougher and more challenging. Through advertising, the company needs not only to serve the audience but also, entertain them to have better customer engagement. And when it comes to the biggest brands, one needs to look after all the aspects and bring out the best of services and offerings.
That’s why they are relying on advertising to impress the customers and bring down its competitors. Stay tuned for more updates!
FAQ
Which were some of the biggest brand wars?
Coca-Cola vs. PepsiCo, Burger King vs. McDonald’s, Microsoft vs. Apple, and BMW vs. Audi were some of the biggest advertisement wars.
What is the battle of the brands?
Termed as brand wars, big brands often compete with each other for a specific market segment and on the same market share.
What are some of the biggest brand wars?
BMW vs Audi, Pepsi vs Coca Cola, McDonald’s vs Burger King and Samsung vs Apple are some of the biggest brand wars.
Everyone knows Coca-Cola, it is one of the most popular and beloved brands in the world. Coca Cola is an international company and the world largest manufacturer, licensor and distributor of 3,500 nonalcoholic beverages with more than 500 brands andselling 17 billion servings per day in more than 200 countries.
The global behemoth is known for its marketing strategy of creating and maintaining its identity of bringing people happiness and unity. Coca-Cola owns four out of the five biggest soft drinks which are Coca Cola, Diet Coke, Sprite and Fanta.
Coca-Cola was invented in the late 19thcentury and has continued to be in the top position in the beverage industry. In its long history, the company has been able to come up with unique and innovative marketing campaigns that have been extremely successful.
Coca Cola generates 60% of its revenue and about 80% of its operations profit from outside America, which goes to show that coca-cola has strong brand recognition across the globe.
The mission of the company is to refresh, inspire optimism and bring about happy moments in consumers lives, while the framework of the company is to address various elements of its business which are customers, partners, productivity, brands portfolio and communities. According to Business Insider, approximately 94% of the world population is aware of the red and white logo of coca-cola, pointing out the fact it has been successful in implementing its mission. The competitors of Coca-Cola is Pepsi Co and Dr Pepper Snapple. Let’s decode the marketing strategy of Coca-Cola.
Coca-Cola has evolved a lot from when it first started, the company went from selling one product to more than 3,500 beverages, having affiliations with 500 brands selling 17 billion servings in a single day to more than 200 countries.
Coca-Cola is the leading company in the beverage industry and first started out by being a soda fountain drink in Atlanta, Georgia in 1986, where it was first sold in a pharmacy. The soft drink was first discovered by Dr John Pemberton at Jacob’s pharmacy in 1986, that year he only had managed to sell 9 drinks in total.
When the product was first produced by Dr Pemberton in the form of a syrup and sold for 5 cents a glass as a soda fountain drink. The carbonated drink was then changed from syrup to a drink that was said to be refreshing and delicious. Dr Pemberton then went on to partner with bookkeeper Frank M Robinson who suggested the name be changed to Coca-Cola. The company was incorporated in 1892 and its drink was first sold in bottles in 1894 and then first established internationally in 1904 in countries like Canada, Cuba and Panama.
Dr Pemberton never realized the true potential of the soft drink he had created. Over the years he gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. Mr Candler who was a businessman from Atlanta went on to buy additional rights and acquire complete control.
Target Audience of Coca-Cola
The company brands range from sparkling soft drinks to juice and beverages while its customers comprise the general population which is divided according to their tastes and preferences.
When it comes to flagship brands like Diet Coke the target audience falls in the age range of under 30 years as they are identified as the youth. On another side, the regular Coca-Cola is said to have a more mature target audience of 30 years and above.
Also since the company has been around for more than 125 years it provides a nostalgic feel to the older generation 31 years and up. The vast range of different beverages have a minimum target audience of 12 years and older as the company is reducing the amount of advertising that targets children younger than 12. The company also does geographical segmentation depending on regional tastes and preferences.
Coca-Cola is one of the most valuable brands in the world because it has one of the most successful marketing strategies. Coca-Cola is often associated with happiness, in fact, the words Coca-Cola in mandarin means “Delicious Happiness”. This is exactly what the brand stands for bringing together people and creating happy moments in their lives. The company’s products are now available in every country including North Korea and Cuba. A uniquely designed marketing strategy of Coca-Cola has been the reason behind the company’s reach internationally.
In India, Coca-Cola first took over Parle Foods and acquired local brands like Thumps Up, Limca, Mazaa, etc. The combination of Indian and Western brands enabled Coca Cola to extend its global branding.
In India, where people are price sensitive and prefer beverages like nimbu paani and tea over soft drinks, Coca-Cola managed to get a huge audience by following an intensive brand-building program.
Coca-Cola has grown exponentially at the rate of 40% from 2002 by following the Affordability strategy and continues to grow in double digits since then. The consumer base has also grown from 162 million in 2006 to a whopping 233 million in 2004.
The factors of Coca-Cola’s marketing strategy are:
The Shape of the Bottle
One of the reasons Coca-Cola has been successful is its consistency and the fact that everyone no matter of age or country can recognize the product. In 1915, when the brand was losing market share to hundreds of competitors, a national contest for a new bottle design was launched. This helped the customers to identify the original bottle and also made the product look premium.
The History of Coca-Cola Bottles
The iconic font and logo of Coca-Cola
The iconic font and logo of Coca-Cola have remained consistent from after it was made, making it unforgettable for its customers. The logo was first made in 1923 when the company decided to use the font of the Spenserian script which at that time was only used by accountants. This made the company logo stand out from the others.
Coca-Cola Logo
Price Strategy
From the year 1886 to 1959, Coca-Cola had a fixed price of only five cents. But further on in the years, the prices of the product kept changing in order to match up to its competitors.
Slogan
Even after 125 years and more the company has remained consistent in communicating one strong and compelling message in its slogans like “enjoy”, “You can’t beat this feeling” and “happiness”. Showing that Coca-Cola has always had simple and understandable slogans which can be relatable and translated in all the countries.
Coca-Cola SloganThe factors of Coca-Cola marketing strategy
Sponsorship to programs and events
May it be any country, many of these events or programs that we watch on television have been sponsored by Coca-Cola making it one of the most recognizable brands. The company has sponsored American Idol for 13 years, Olympic Games for 90 plus years to even NASCAR to name a few.
Coca-Cola Nascar
Having a global outreach
The company has operational reach in more than 200 countries worldwide and sells its products in almost all countries of the world and continues to grow every year.
The campaign first launched in 2011 in Australia and New Zealand, using 250 of the most common millennial names in order to market its products to individual consumers and to bring about brand awareness internationally.
Through this campaign, the company encouraged its consumers to share a coke with a friend of that name. This campaign blasted on social media as everyone started posting pictures of it. This campaign soon spread in 70 countries and was successful everywhere.
According to the Wall street journal, more than 125,000 social media posts referenced share a coke campaign from June to July of 2014. In over three months, the search term “Share a coke” saw a significant increase in America based Google searches.
In terms of Facebook specifically, the company page earned 39% more followers and increased visitors to the page by 870%. This campaign was successful because the company went back to its roots by bringing people together and promoting friendship. Another reason it worked was that adding names to bottles gave it a personalized factor.
The Fifa World Cup Campaign
The World Cup campaign was created in celebration of the good that can be brought out by people who love a single sport. Coca-Cola was the biggest sponsor of the 2014 Fifa world cup, they also took this as an opportunity to tell the Coca Cola story.
The company made a 2-minute long video ad for the world cup which was titled “One World, One Game”, which told a story of four football teams namely from Otsuchi, Japan; Eastern Europe, the Amazon; and Ramallah, Palestine, areas recently dealing with disaster.
This video showed how football could unite, bring joy and strength to communities that are in tragic situations. The video came to an end with the teams being invited to the 2014 World Cup.
Committed to taking the heartwarming story further, Coca-Cola flew a total of 1 million fans from over 90 countries to be part of the 2014 Brazilian World Cup. This campaign became popular because Coca-Cola created content that celebrated how football could change lives and communities while also working by the brand’s vision.
The Happiness Machine campaign
The Happiness Machine Campaign is one of the most popular marketing campaigns of Coca-Cola is open happiness was a part of the global integrated campaign Open Happiness. The goal of this campaign was to share happiness and surprising moments with the consumers.
The Coca-Cola vending machines were installed in various places across many countries along with hidden cameras in the perimeter. They captured this campaign for about two days and made a video on its reactions to getting free coke or other things like sunglasses, flowers etc.
The happiness machine campaign
The machines required the customers to interact with the machines in any fun and weird ways to get a free Coke such as hugging a machine in Singapore, dancing to K-pop in South Korea, singing a Christmas carol in Sweden.
The reactions of delighted participants were filmed and released as a series of videos across multiple platforms. The videos were uploaded on YouTube and earned millions of views and strengthened Coca-Cola’s image as a brand that spread joy.
Conclusion
These are the marketing strategies and campaigns that helped Coca-Cola to reach its place as an industry leader, even after 125 plus years. Coca-Cola Marketing Strategies and Campaigns show us how important it is to behave connections, remain innovative and keep its brand image and mission.
FAQs
What is Coca-Cola’s marketing strategy?
Commercials, Print Media, Social Media Advertising, and Sponsorships are some of the popular marketing strategies used by Coca-Cola.
What are the promotional tools of Coca-Cola?
Newspapers, Billboards, and Magazines are some of the promotional tools of Coca-Cola.
What are other drinks do you make other than Coca-Cola other than soda?
Coca-Cola also sells organic tea, coconut water ready to drink coffees or even fruit juice, they have it all.
What is the main marketing strategy of Coca-Cola?
The main marketing method used for Coca-Cola is word of mouth.
What are the popular marketing campaigns of Coca-Cola?
Open Happiness, FIFA World Cup, Happiness Machine Campaign, and Share A Coke Campaign are some of the most popular campaigns of Coca-Cola.
Whether it’s a kid or an adult, everyone loves soft drinks. A source of refreshment and a way of quenching your thirst, soft drinks have made a place in everyone’s life quite vigorously and for a very long time.
The global market of soft drinks is said to be about $994.7 Billion and by 2027 it’s going to be $1.4 Trillion. Leading the industry from the front is none other than Coca-Cola. It has always been a fan favourite for decades and it continues to be one till now.
When we talk about a popular cold beverage that is a favourite of almost everyone, we cannot miss the world-famous Coca-Cola. Almost everyone has a sip of it in their life. It is one of the most popular soft drinks companies and is loved immensely by people.
So, what makes this brand the favourite of the world? In this article, we will find out about the marketing strategy of the biggest soft drink brand, so without any further ado, let’s get started.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker
Coca-Cola, the multinational company first started its journey in the late 19th century. Interestingly, at first, it was sold as a patent medicine. Dr John Pemberton was the creator of this now world-famous drink. The first sale of the drink started in 1888 and since then it has never looked back, now the company sells 1.9 billion soft drinks every day.
Coca-Cola Bottle Evolution
Coca-Cola can be found in more than 200 countries in the world and the largest shareholder of the company is Warren Buffett. The headquarters of the company is situated in Atlanta, Georgia, United States of America.
Coca-Cola – Target Audience
The best thing about Coca-Cola is that it generates mass appeal which means it is made for everyone; the main audience that it targets is of 10 to 35 years of age. Not only that, it has an option of diet coke for those who are health conscious and above the age of 40.
It comes at different packaging and price and is therefore available for every income level. Although the main audience of Coca-Cola has to be teenagers and young adults as the brand recruit film stars and pop start to promote it and appeal to their audience.
Coca-Cola – SWOT Analysis:
Strength
It is already a known brand and is existing for 130 years, so naturally, people trust this brand and want to be associated with it. It is found in over 200 countries in the world, one can find it available, anywhere they go.
Celebrities and singers are roped in to promote the brand on the global front, which makes it more attractive especially in front of young customers. Coca-Cola has also tied up with different restaurants that will serve their meals with a bottle of coke.
The loyalty of the customers of Coca-Cola is pretty insane; they prefer this brand of soft drink over others and have been doing it for a long time.
Weakness
One of the prime competitors of Coca-Cola is Pepsi, another globally recognized brand of soft drinks.
Opportunities
Coca-Cola hasn’t indulged in the snack business unlike its competitor Pepsi, so it’s kind of lacking various opportunities because of that.
Threat
People are being more health-conscious, and as Coca-Cola is a carbonated drink that contains sugar it is not good for health. Plus this causes diabetes and other health-related issues which is why doctors suggest people avoid soft drinks.
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The brand positioning of Coca-Cola has been done in such a brilliant way and because of that, it has been able to enjoy its current success. Undoubtedly, when a brand is positioned in a unique way, it is bound to get recognized by people. It has always been a high-quality drink that is made to be enjoyed by friends and family.
As a proper drink for refreshment, Coca-Cola focused on promoting it consistently and promotes it as an epitome of positivity and happiness that must share with everyone. This way, they are able to position their brand in such a way that it grabs the attention of everyone. It is said to be one of the most valued companies in the entire world and has total assets of $86.38 billion.
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Coca-Cola’s campaign has always been a hit in front of the people; they have organized some of the most popular campaigns over time. Probably one of the most popular campaigns of all time of the brand is the ‘Share A Coke’ campaign.
It was a major hit, in this campaign the coke bottle was labelled with Share a Coke with friends or family. Another version of the campaign was launched where instead of the brand’s logo, people’s names were labelled. It was a successful campaign and increased the social media reach of the brand tremendously.
People shared their name-labelled bottles on every social media such as Twitter, Facebook, Instagram, and others. Not only has it increased the sales of the company but also somehow psychologically create a more intimate relationship with the customers and provide happiness to them.
Coca-Cola – Celebrity Endorsement
Different celebrities from different countries are roped in as brand ambassadors of Coca-Cola. In India, lots of popular celebs have been the face of the brand, Bollywood actor Aamir Khan has been in the business of endorsing Coca-Cola for almost a decade.
After him, superstars Deepika Padukone and Farhan Akhtar have been a part of it. Then we had Alia Bhatt and Siddharth Malhotra, singer and actor Diljit Dosanjh, and actor Ranbir Kapoor. In 2021, Coca-cola extended its partnership with BCCI president and former Indian cricketer Sourav Ganguly as its brand ambassador.
Coca-Cola is a famous brand whose marketing strategy made it the unforgettable soft drink that is ruling the beverages industry for a long time. Even after facing strong competition from its competitors, it has been able to hold its position and crown and stayed undefeatable.
It tries to improve its relationship with its customers by creating amazing campaigns and advertisements. They use social media and other technology to their best limit to reach more and more people and that is their secret of success.
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Coca focuses on online commercials, print media, sponsorships, influencer marketing, and celebrity endorsements. It also prioritizes its brand and consumers over its product.
How does Coca-Cola measure customer satisfaction?
Coca-Cola conducts various questionnaires and surveys to evaluate customer responses.
Who is Coca-Cola’s biggest customer?
McDonald’s is one of the largest restaurant customers of Coke.
Advertising plays a huge role in making a business shine. The root of a business is no doubt the product and service. But what makes these roots grow is a great marketing strategy.
The big brands in the market were not born big. They had their share of struggles. It is difficult for everyone to enter the markets and stay relevant. So, it is important for brands to keep up with the trends.
There are many ways to advertise something. Everyone has their own take on it. One of the effective ways is to indulge in campaigns.
A great and successful ad campaign is that which creates a bigger and more effective impact. But at the same time, does not cost much.
It is a collection of different commercials with the same message. The base of these commercials possesses a single belief and theme. It helps businesses to meet a specific goal.
When a business wants to make an impactful difference in terms of size and success, they have to focus on customer demographics. A campaign gives the business a focused edge.
A campaign consists of many layers. These include design elements, sales focuses, and other strategies. When all these works together for a single idea, it makes for a successful campaign.
Thus, an ad campaign is a strategy that enables a business to target the right people. It can be used for many reasons. For example- to increase brand awareness, to drive sales of a particular product or service, and more.
What are the Benefits of an Ad Campaign?
Creating a campaign comes with many benefits. The following are some of its benefits:
The foremost benefit is that helps to build awareness. Awareness of a particular product or service or brand as a whole.
A creative campaign has the capability to make a business stand out from the rest.
When a campaign is made with a relatable and appealing theme, it helps to attract more potential customers.
It helps to deliver a strong message along with the promotions.
This helps a business to build a strong image.
The most important benefit is that it helps in increasing sales.
Campaigns have always been a great choice when it comes to marketing. It not only helps a brand to advertise but also creates a bigger impact on people.
Dove- the brand has been with us since long back. In 2004, they launched a campaign, ‘ Real Beauty ’. This campaign’s target audience was women and young girls. It aimed to deepen self-love, acceptance, and confidence in them.
One of the most popular ads they made was in 2013. In this, a sketch artist draws two sketches of a person. One from the person’s own description and the other from someone else’s description.
The final result showed that so many women don’t see beauty in themselves. Thus, the main idea of Dove’s marketing was to encourage women to accept and embrace their originality.
This real beauty campaign was innovative, impactful, and cost-effective.
Dove Real beauty ad
Coca-Cola’s Ad Campaign
Coca cola Ad Campaign
Coca Cola is super popular among people around the world. In 2011, they introduced a campaign named, ‘Share a Coke’. This started in Australia and in no time was spread in other countries too.
For this campaign, the Coca Cola replaced their original logo with ‘share a coke with’ and a name on it. They made this personalized product to develop a strong connection with the consumers.
This campaign was creative and encouraged people to share their happiness with a coke. It had a low price point, so it was quite easy to convince consumers to make a buy.
It was the simple yet innovative idea that made this campaign a huge success for the company.
Coca cola- Share a Coke Campaign
Apple’s Ad Campaign
Apples’s Ad Campaign
Another creative and effective campaign is by Apple. They created an ad campaign in 1997, ‘ Think Different ’. The main idea was to show the differentiation and supremacy of the apple products.
The brand made an ad that showcased old videos of certain idols. These were the idols who were considered different and insane in their time. But they brought massive changes with their work like Edison, Martin Luther, etc.
Apple made their individuality stand out by relating the brand with the crazy yet the most idol figures. This showed that the brand is different and is bound to bring change to the world.
This was a simple campaign with black and white photographs. But the innovativeness in the theme proved to be of great success.
Apple Think Different Ad
Always Ad Campaign
Always’ Ad Campaign
This menstrual hygiene brand made an ad campaign and addressed the most relevant yet ignored stigma. In 2014, the brand started a campaign, ‘Like A Girl.’ The main idea was to encourage young girls to feel confident.
The campaign did not use any fancy environment or people. But they involved regular people for it. In the ad, people are asked to do things like run, fight like a girl. Everyone does it in a mocking way.
After that, young girls are asked to do the same. They do it in the most regular and appropriate way. By the end, a clear message gets delivered that girls are as fit as the boys, and ‘ like a girl ’ is not an insult.
The campaign imparted a sense of empowerment among the girls during puberty. It was a great success and its hashtag continues to be trending.
Always Like a girl Ad
Volkswagen Ad Campaign
Volkswagen’s Ad Campaign
Volkwagen created an effective ad campaign, in an early era that made the brand so popular. In 1960, they launched a campaign, ‘Think Small’. The idea was to grab the people’s attention towards their car.
It was a super simple idea but it was full of innovation. They made prints of their car. In the print, there was this car in the smallest size in the entire white blank paper.
Volkswagen presented its product, the way it was, small. This idea of representing oneself with the utmost individuality gained people’s attention and trust.
Their idea was simple, innovative, and cost-effective. It was one of the most popular and effective ad campaigns that won many awards too.
Volkswagen’s think small ad
Conclusion
An advertisement campaign holds a great place in the marketing strategy. It not only attracts customers and sales but also tries to deliver an innovative message along. These messages are impactful and related to the brand. Thus, helps them to connect with a bigger audience.
Over time, many ads have come that occupied a big place in the people’s hearts. Apart from the above-mentioned campaigns, there are more that gained great popularity. For example- Nike- Just do it, Pepsi- Is Pepsi Ok? and many more.
FAQs
Which media is most economical?
Social media is the most cost-effective and efficient channel.
What are the types of advertising campaign?
Different types of marketing campaigns are:
Brand awareness campaign
Social media marketing campaign
User-Generated Content (UGC) marketing campaign
Email marketing campaign
Public relations campaign
What are some examples of innovative ad campaigns?
Some innovative ad campaigns are:
Dove’s Ad Campaign – You are more beautiful than you Think
