“Thums Up has evolved with changing times but at the same time has retained its central element of positioning, that is, it’s a drink for macho men,” says Anand Halve, Co-founder, Chlorophyll, a brand consulting firm. In the American markets, Coca Cola is the cola of choice and Pepsi is an alternative to Coke – both having a distinct positioning. But in India, while Coca Cola experimented with Thanda Matlab Coca Cola, Jashn Mana Le, Open Happiness, et al, PepsiCo too adopted various taglines like Yehi Hai Right Choice Baby, Nothing Official About it, Yeh Dil Maange More, Oye Bubbly, Yeh Hai Youngistaan Meri Jaan, et al. “In the last 20 years, both Pepsi and Coca Cola have supported half a dozen positionings, baselines, endorsers, et al,” says Halve. Pepsi dropped Sachin Tendulkar and Shah Rukh Khan (both having a cult status) and roped in Ranbir Kapoor and a bunch of young cricketers.
Now compare that with the iconic Thums Up, which on the other hand, has played on Taste The Thunder consistently for the last 20 years and has had only two prominent ambassadors (Salman Khan and Akshay Kumar). And that’s the secret in true resplendent honour! Thums Up has attained the status of a cult brand as it did not give in to the demands of momentary seasonal temptations and maintained its positioning relevant with times.
Certainly almost all the campaigns from Thums Up have always build on its strength and its positioning as a macho drink. In fact, all of its ads – from the Thums Up man riding through the desert in search of a cantina that sells the drink, to the same man breaking his bones in a busy street to grab a bottle of Thums Up – have clearly stuck the right chord in the minds of Indian consumer. The key challenge now for Thums Up would be to retain its leadership as rival Pepsi and lime-based drink Sprite close in on its position. (Coke’s Sprite has already become the No. 2 brand in the country). But then again, it’s been there, done that, and we guess, doesn’t care less about competitors. Taste it, if you haven’t already!
Now compare that with the iconic Thums Up, which on the other hand, has played on Taste The Thunder consistently for the last 20 years and has had only two prominent ambassadors (Salman Khan and Akshay Kumar). And that’s the secret in true resplendent honour! Thums Up has attained the status of a cult brand as it did not give in to the demands of momentary seasonal temptations and maintained its positioning relevant with times.
Certainly almost all the campaigns from Thums Up have always build on its strength and its positioning as a macho drink. In fact, all of its ads – from the Thums Up man riding through the desert in search of a cantina that sells the drink, to the same man breaking his bones in a busy street to grab a bottle of Thums Up – have clearly stuck the right chord in the minds of Indian consumer. The key challenge now for Thums Up would be to retain its leadership as rival Pepsi and lime-based drink Sprite close in on its position. (Coke’s Sprite has already become the No. 2 brand in the country). But then again, it’s been there, done that, and we guess, doesn’t care less about competitors. Taste it, if you haven’t already!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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