Indiantelevision.com presents AdEx India Analysis
 

Cola Battle: Overview of TV advt in aerated soft drinks category in 2005

(11 April, 2006)
 

Key Findings:

  • The Aerated Soft Drinks category grew by 50 per cent in 2005 over 2004, in terms of TV advertising.
  • Pepsi emerged as the Cola leader with 35 per cent share in 2005
  • Pepsi sponsored as high as 383 programmes in 2005, while Mountain Dew came to a close second with 350 sponsored programmes.
  • Coca Cola had the maximum number of Celebrities endorsing its products.
  • Three of the Top Five Cola giants preferred Promo Tags over Commercials.

They came, they saw, they conquered! But the war never ended between them. This week, AdEx India looks into the battle that never ceased between the Colas.

Let's pop open the analysis on The Battle of the Colas with a look at their growth in TV advertising spends across 2002-05.

 
 
  • 2004 witnessed de-growth of 7 per cent in TV advertising.

Here are the highest spending Cola giants on Television in the year 2005.
 
 
  • Pepsi waved the victory flag with 35 per cent of the advertising spends in the year 2005.
  • Coca Cola was no where close to the top position with 19 per cent share.

Here's a sip on how Cola Companies wooed the audiences. Clever Use of New Campaigns in TV commercials during 2004 to 2006 did the trick. Campaigns like 'Manno Bhabhi,' 'Thande ka Tadka,' 'Grow Up' etc. left a considerable impact on the audiences.
 
 
  • Pepsi Co. introduced 26 new ad campaigns in 2005 over 24 new campaigns in the previous year.
  • Coca Cola poured its heart out by trying to woo cola drinkers with 33 new campaigns in 2005 compared to 10 new campaigns in 2004.
  • Thums Up made a splash with 22 new campaigns in 2005 from 6 new campaigns in 2004.

If you can't beat them…. Sponsor! Here's how the race to sponsor programmes turned out for the Cola companies in 2005.
 
  • Pepsi reached the finish line with 383 sponsored programmes to boast about.
  • Mountain Dew followed with 350 sponsored programmes.

Where there is Cola, the Glitter and Glam comes by default. Celebrity endorsements that made it for Pepsi, Coca Cola, Thums Up (the top players with celebrity endorsements).
 
 
  • Coca Cola had the highest number of celebrities lined up in the year 2005.
  • Pepsi had the second longest list of celebrities, whereas Thums Up stayed dedicated to 3 celebrities in the year 2005.
  • Mountain Dew did not depend on celebrity endorsements.
  • In 2005, Yana Gupta was the only model celebrity to share the spot light with Fido Dido in 7 Up commercials.

The Battle never ends, Promo Tag Vs Commercials in 2005. Promo Tags are the promotional commercials of the Company sponsored programmes. E.g. XYZ programme is sponsored by ABC Company. The following chart shows which companies preferred promo tags to commercials and vice a versa.
 
 
  • Pepsi spend 70 per cent on Promo Tags and the rest on Commercials, while Coca Cola preferred commercials (53 per cent) over Promo Tags (47 per cent).
  • Mountain Dew and 7 Up preferred Promo Tags to Commercials, Thums Up followed the strategy of more Commercials, less Promo Tags.

We shall be coming out with similar analyses on other categories in the coming days.

 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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