Critique Brr India

8/3/2019 Critique Brr India

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Global campaign- first launched by Ogilvy

First launched in the African Markets

Success replicated in 41 countries across theglobe

FACTS ABOUT THE CAMPAIGN


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GLOBAL ADVERTISMENT


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Launched in March 2011 Starred Imran Khan

Conceptualized by Creative Team of McCann

Erickson, headed by Prasoon Joshi and Directed by

Amit Sharma from Chrome Pictures

In-addition to leveraging mass media, the entire

communication effort will be complimented by a

range of initiatives

CAMPAIGN IN INDIA


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INDIAN ADVERTISMENT


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WHAT DID THE CAMPAIGN

WANT TO CONVEY??Is based on a spontaneous brrr expression, a

feeling of refreshment one derives after sipping an

icy cold Coca-ColaCash on the immediate feeling of happiness that

a customer derives after sipping a Coke

Aimed to show the Refreshment value of thedrink so that it can be on top of peoples mind

when they want to consume a soft drink

during the summer months


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AIMTalking about the Brrr Campaign, Avinash Pant, BrandDirector- Coca-Cola TMK, said, Over the years, Coca-

Colas communication has managed to keep the world

coming back for more. 'Brrr' is our latest global campaign

for brand Coca-Cola, which has created a spin-off effect

globally. Coke Brrr campaign demonstrates the feeling

you have when you drink an icy-cold Coca-Cola. You are

so refreshed you can't help expressing the upliftingfeeling, and that feeling is what we call Coca-Cola's Brrr

Effect'. We want to spread this Brrr effect throughout

the country and I am sure that this new communication

will strike a chord with the Coca-Cola consumers.


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OTHER MARKETING MEANS Creative tool used to accompany the TVC was the

construction of the igloo shaped huts, in front of

various malls across India

Idea is to get the consumers experience the 'Brrr'effect

The consumers are asked to enter this igloo huts

which are temperature controlled. The consumer is

given a glass of chilled coke.

As soon as the consumer takes the first sip of the

chilled coke, his instant Brrr expression is captured by

the video booth set up inside the igloo.


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BOOTH SETUP & REACTIONS


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WHATWENTWRONG??

Timing of the ad

The ad was launched during the

Cricket World Cup which is beingheld in India. People expect cricket

everywhere, also in the campaignsand Coke missed that completely.


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WHATWENTWRONG??

Change the Game Campaign by Pepsi

Rivals Pepsi executed a super successful

campaign involving Cricketing Nationscalled Change the Game. It has been highly

successful in India and people loved it. It

helped Pepsi gain the mindshare. Cokes

campaign was not able to counter that

completely


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WHATWENTWRONG??

Appeal to Masses

The idea isnt right for the Indian

market. Brrr is more of an Englishexpression, and it doesnt mean cold

refreshment to the masses in India. Most

of the people are unable to connect the

sound and the message it is supposed to

convey


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WHATWENTWRONG??

CHOICE OF IMRAN KHAN AS CELEBRITYIn the first ad they kept on with Imran Khan

even when people wanted cricketers. In

the second ad Coke tried to catch up withcricketer trend when people have had

enough of cricketers . In an attempt to

catch up they brought in the Pathanbrothers and some other faces from

Kolkata and Delhi teams.


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WHATWENTWRONG??

CHOICE OF IMRAN KHAN AS CELEBRITYIn the first ad they kept on with Imran Khan

even when people wanted cricketers. In

the second ad Coke tried to catch up withcricketer trend when people have had

enough of cricketers . In an attempt to

catch up they brought in the Pathanbrothers and some other faces from

Kolkata and Delhi teams.

Critique Brr India

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