ITV

Category: Coca-Cola

  • Coca-Cola launches Minute Maid Pulpy Orange juice in India

    MUMBAI: Coca-Cola in India has extended its presence in the branded juice market with the launch of Minute Maid Pulpy Orange – “Refreshingly Orange, Surprisingly Pulpy,” a natural drink containing real orange pulp.
    The cola major has drawn up an aggressive consumer activation campaign to market Minute Maid in the three southern Indian states. Targeted at young adults the campaign will focus initially on key cities and then move into the rest of the country. It is thus being launched in a phased manner, starting first with the southern states of Andhra Pradesh, Tamil Nadu and Karnataka.

    The 360 degree marketing communication plan involves organizing road shows including extensive experiential sampling sessions in markets, offices, malls, colleges, all backed by a range of exciting contests. Complimenting the on ground initiatives, TV commercials bringing out the “Refreshingly Orange, Surprisingly Pulpy” proposition of the Minute Maid brand would also be aired on all leading channels in the south. The brand campaign has been developed and executed by Leo Burnett, informs an official release.

    “Coca-Cola India, vice-president- marketing Venkatesh Kini said, “Coca-Cola is passionate about fulfilling the replenishment needs of its consumers on an everyday, all day basis. As part of the same strategy, it gives me immense pleasure to announce the launch of our internationally successful Minute Maid Pulpy Orange brand. The roll out of the naturally refreshing, orange beverage with real pulp has been designed to extend the company’s market leadership in the juice drink segment.”

    Hindustan Coca-Cola Beverages Pvt. Ltd CEO John Ustas said, “Innovation has always been the hallmark of Coca-Cola’s business strategy in India. The launch of Minute Maid Pulpy Orange with real pulp, being the latest example. Part of a phased launch, the internationally successful brand would be first made available to consumers across the three southern states of Andhra Pradesh, Karnataka and Tamil Nadu. As part of the same process, over the next two months, Minute Maid Pulpy Orange would be retailed across 25,000 outlets in the three states.”

  • Coca Cola best advertiser on TV in the US; GM worst: Parents TV Council

    MUMBAI: The Parents Television Council (PTC) has released its annual list of Top Ten best and worst advertisers.

    This ranks advertisers according to how frequently they sponsor wholesome, family-oriented television shows or those containing sexually graphic, violent or profane material.

    PTC president L. Brent Bozell says, “Corporate advertisers share accountability for the tide of graphic and gratuitous sex, violence and profanity on television today. With their advertising dollars, they can choose to underwrite family-friendly television programming or they can elect to sponsor programs filled with raunch.

    “Responsible broadcasting is possible, and this responsibility not only falls on the entertainment industry, but also on the sponsors. And from what we continually hear from most big corporate sponsors is that a responsible advertising practice is good for their business”.

    The PTC’s list is based on each company’s prime time network television ad buys between October 2005 and May 2006. Each company listed purchased at least 25 ads on prime time broadcast programs. Companies with the most ads on PTC-rated green lighted shows were ranked the best, and those with the most ads on PTC-rated red lighted shows were ranked the worst.

    The 2006 Top Ten Best and Worst Advertisers are:

    Best
    1. Coca-Cola
    2. Campbell Soup
    3. Disney
    4. Ford Motor
    5. Cingular Wireless
    6. Altria Group
    7. DreamWorks
    8. Schering-Plough Corp.
    9. Darden Restaurants, Inc.
    10. Sears Holdings Corp.

    Worst
    1. General Motors
    2. Toyota Motor
    3. Volkswagen
    4. DaimlerChrysler
    5. Target
    6. GlaxoSmithKline
    7. Nissan Motors
    8. American Express
    9. Apple Computers
    10. Circuit City Stores

    Bozell adds, “We applaud our top ten best advertisers for ensuring that families have wholesome television programming to watch. Companies such as Coca-Cola and Sears have helped to secure the commercial success of programs like American Idol and Extreme Makeover: Home Edition.

    “We also applaud Ford for significantly changing its advertising practices. Last year, the company was on our worst advertisers list. This year, Ford is ranked the forth best advertiser, and is the only American car company on the best list. It’s also interesting to note that out of the top advertisers, six are automakers. Four of those are foreign automakers and sadly, all are on the worst list.”

     

  • Coca Cola triumphs in brand recall study at Fifa World Cup

    Coke came out on top according to data gathered by Sponsorship Intelligence (SI) MD Jamie Graham. SI is football’s governing body Fifa’s official research organisation. A global consumer research study showed that the soft drink manufacturer is the most recalled of all Fifa sponsors. Research at venues on the Fifa World Cup Trophy Tour, which Coca-Cola sponsored, also shows how well fans had been engaged by the brand.

    This result pleased Coca-Cola UK’s head of sponsorship and brand experience Steve Cumming. However, he was quick to voice an opinion that, based on a more qualitative assessment, Germany, the country itself, was the ultimate World Cup winner.

    This viewpoint was supported by other panel members including Tony Blair’s former director of strategy and communications, Alistair Campbell, director of football at Umbro International, an England sponsor, Simon Marsh, T-Mobile head of sponsorship and Events Toby Hester, ITV’s brand partnerships director Gary Knight and Carlsberg (UK) sponsorship and media relations controller Gareth Roberts.

    The Fanfests, a German innovation that allowed fans without tickets to congregate and watch matches with other entertainment and refreshments, were a huge success. What little trouble there was appeared to have been largely kept out of the media spotlight. Even losing in the final seemed to receive sympathetic treatment compared to the English experience. After more than a decade of internal focus on re-unification and integration, the largest economy in Europe was very effective in using its staging of the World Cup to assist in re-establishing itself as a major player on the world’s stage.

    The debate then turned towards the ‘losers’, with the football fan and the occasional viewer both being identified as having suffered. The lack of atmosphere at the final, apparently driven by too many corporate seats and not enough real fans, appeared to reflect a wider concern that, as football becomes more successful as a business, it is losing its passion whether this is at club or global competition level. Hester, a big football fan himself, said that filling stadia with passionate fans rather than corporate stooges was a priority for T-mobile, resulting in a policy that 86 per cent of its ticket allocation must go to real fans.

    New viewer figures were significant, but Campbell in particular felt that broadcasters were not doing enough to provide relevant content to make football more accessible to those not steeped in the game. Knight agreed that these new audiences needed nurturing, but pointed out that broadcasters needed support from advertisers before investment in new audience content provision could be made.

    Overall, though, the mood was optimistic for the future. With Euro 2008 less than two years away, plans are already well advanced amongst broadcasters and sponsors alike. Only time will tell how well lessons from World Cup 2006 have been turned into positive action that brings football to a wider audience across different platforms without further diminishing the atmosphere of the Fifa World Cup.

  • Coca Cola, Hungama TV team up with Adidas for football challenge event

     MUMBAI: With the football World Cup less than two months away one of Fifa’s global partners Adidas has launched the Adidas+ Challenge.

    The event is being rolled out across seven cities in the course of the next few weeks including Delhi, Goa and Mumbai. The initiative invites young Indian football enthusiasts to celebrate football in the run-up to the 2006 World Cup.
     

    Partnering Adidas for the event are ESPN Star Sports, which will air the Fifa World Cup in India, beverage conglomerate Coca Cola, kids channel Hungama and mobile content provider Phoney Tunes, The event will culminate in a grand finale in Kolkata on 28 May, 2006.
     

    As has already been reported by Indiantelevision.com, as is the case in each global tournament venue, participating teams under 16 years of age will play against each other in order to represent India for the global Adidas +Challenge final in Berlin, Germany from 1-4 July 2006.

    Adidas India marketing director Hartwin Feddersen says, “We are the world’s No.1 football brand. We constantly challenge ourselves to excite the youth through innovative products and extraordinary experiences. We hope that the Adidas +Challenge will allow Indian football enthusiasts to enjoy the spirit of team work and will challenge them to deliver their personal best at the same time through this innovative football initiative.”

    Speaking to indiantelevision.com Hungama TV marketing head Siddhartha Kapur says the channel is on on ground sponsor for the event. “We saw value in partnering as kids aged 4-14 are becoming increasingly interested in the game. We therefore did not want to lose out on the opportunity to gain good visibility across the country. Later on we will be airing vignettes from the event.”

    Coca Cola India GM G. Srinivas Krishna says,, “Coca-Cola is one of the longest-standing corporate partners of the Fifa World Cup since 1950. To energise this heritage with football and Fifa, we are proud to be associated with the Challenge event. The innovative initiative provides us with the ideal opportunity to bring the people of India closer together through football.”

    As the official partner, supplier and licensee of the 2006 Fifa World Cup, Adidas will supply hundreds of thousands of products for referees, ball boys, stewards, volunteers and flag bearers. In addition, the host Germany, Argentina, France, Japan, Spain and Trinidad & Tobago will be wearing adidas apparel. Some of the world’s top players such as David Beckham, Michael Ballack, Steven Gerrard, Kaká, Juninho, Nigel de Jong, Zinédine Zidane, Patrick Vieira, Raúl, Juan Román Riquelme, Alessandro Nesta and many more will play in Adidas footwear.

    Coca-Cola on the other hand has had a long formal association with Fifa. The firm was the official sponsor of the FIFA World Cup that began in 1978. To its credit, the company has had stadium advertising rights at every World Cup since 1950. This partnership in November 2005 was extended for another 16 years until 2022.

    To find out more details and register for the event, enthusiasts will need to rush to their nearest Adidas Exclusive store, fill out a registration form, get it signed by a guardian and put it into a collection box at an Adidas store. Acceptance of entries closes four days before the start of the event in that city. The short-listed teams will be informed about their selection two days prior to the event. They will be sent a detailed kit on the rules and regulations along with the tournament match schedule.