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History of Thums Up

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190 views8 pages

History of Thums Up

Uploaded by

8960nitish
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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### History of Thums Up

1. **Launch (1977):**

- Thums Up was introduced by Ramesh Chauhan of Parle Agro in India after


Coca-Cola exited the Indian market in 1977. It was created as a cola-flavored
carbonated beverage tailored for the Indian palate.

2. **Popularization in the 1980s:**

- Thums Up quickly became popular due to its strong, fizzy taste and
unique, slightly spicy flavor. The brand's logo, featuring a red "thumbs up"
symbol, became iconic.

3. **Acquisition by Coca-Cola (1993):**

- Coca-Cola re-entered the Indian market in the early 1990s and acquired
Thums Up in 1993 from Parle. Initially, Coca-Cola attempted to phase out
Thums Up to promote its own cola products, but strong consumer demand
led them to retain the brand.

4. **Brand Resurgence (2000s):**

- Recognizing its popularity, Coca-Cola rebranded and marketed Thums Up


as a "macho" drink, positioning it against Pepsi with slogans like "Taste the
Thunder," targeting a younger, adventurous audience.

5. **Global Expansion and Legacy:**

- Thums Up remains one of India's top-selling soft drinks. It has been


introduced in international markets with significant Indian diaspora,
continuing its legacy as a beloved Indian cola brand.

**Notable Campaigns:**

The brand is known for its association with stunts, adventure, and daring ads
featuring popular Bollywood stars like Salman Khan.
Case Study: Thums Up - "Taste the Thunder"
Introduction: Thums Up, one of India’s most iconic cola brands, became
synonymous with the slogan "Taste the Thunder". This tagline helped
establish its identity as a bold and intense cola drink. The campaign
successfully positioned Thums Up as the beverage of choice for those who
seek adventure, thrill, and a "macho" experience.

Problem Statement:

When Coca-Cola re-entered India in 1993, they acquired Thums Up and


initially planned to phase it out to focus on promoting Coca-Cola. However,
Thums Up's strong brand loyalty and consumer preference posed a
challenge. The primary question was: How could Coca-Cola integrate
Thums Up without cannibalizing its market share?

Strategic Approach:

1. Brand Positioning and Target Audience:

o Thums Up was repositioned as a "macho" drink, focusing on its


strong, spicy taste. The target audience was primarily young,
adventurous men who wanted a drink with a bolder flavor profile
compared to other colas like Pepsi or Coca-Cola.

2. The "Taste the Thunder" Campaign:

o The campaign focused on themes of adventure, thrill, and


strength. The slogan "Taste the Thunder" highlighted the
intense, bold flavor of Thums Up, emphasizing the experience
rather than just the taste.

o Advertisements featured daring stunts, extreme sports, and


Bollywood stars, reinforcing the image of Thums Up as the choice
of those who seek thrill and excitement.

3. Celebrity Endorsements:

o Thums Up roped in action-oriented Bollywood stars like Salman


Khan and later Akshay Kumar. Their association with the brand
added to the "macho" appeal, connecting with the youth who
looked up to these action heroes.

Impact and Results:

1. Increased Market Share:


o The "Taste the Thunder" campaign helped Thums Up regain and
strengthen its market position, making it one of the best-selling
cola drinks in India. Despite competition from Pepsi and Coca-
Cola, Thums Up maintained a strong market presence.

2. Consumer Loyalty:

o The brand successfully built a loyal consumer base, especially


among young male drinkers. Its positioning as a bolder, spicier
drink resonated with those looking for a more intense cola
experience.

3. Sustained Brand Legacy:

o Even today, Thums Up continues to be associated with boldness


and adventure. The campaign established a lasting brand image,
helping it stay relevant in the highly competitive soft drink
market.

Lessons Learned:

1. Local Market Understanding:

o Thums Up’s strong, spicy flavor was designed for the Indian
palate, showing the importance of tailoring products to local
tastes.

2. Effective Rebranding:

o Coca-Cola's decision to retain and rebrand Thums Up instead of


phasing it out was pivotal in maintaining its strong market share.
The "Taste the Thunder" campaign revitalized the brand.

3. Power of Emotional Appeal:

o By associating Thums Up with thrill and adventure, the campaign


appealed to consumers' emotions and aspirations, which is more
powerful than competing solely on product attributes.

Conclusion: The "Taste the Thunder" campaign is a classic example of how


effective marketing and strategic brand positioning can reinvigorate a legacy
product. Thums Up's aggressive, bold imagery helped it carve out a distinct
space in the Indian cola market, making it an enduring favorite.
Analysis of the "Taste the Thunder" Campaign

Positive Points:

1. Strong Brand Differentiation:

o The campaign successfully differentiated Thums Up from its


competitors, particularly Coca-Cola and Pepsi. By emphasizing its
bold, spicy flavor and adventurous imagery, Thums Up carved
out a unique identity in the cola market.

2. Enhanced Market Share:

o The repositioning and marketing strategy allowed Thums Up to


maintain a strong market presence despite tough competition.
The brand often led the cola segment in India, even
outperforming international giants like Pepsi in certain regions.

3. Effective Use of Celebrity Endorsements:

o The involvement of action heroes like Salman Khan and Akshay


Kumar boosted the brand's appeal, especially among young men.
The celebrities' personas aligned well with the campaign’s focus
on thrill and adventure, enhancing brand recall.

4. Emotional Connection with Consumers:

o The focus on themes of thrill, daring, and masculinity resonated


with the target audience, creating a strong emotional bond with
consumers who identified with the bold and adventurous
messaging.

Negative Points:

1. Narrow Target Audience:

o The campaign’s focus on a "macho" image may have limited its


appeal to a broader audience, particularly women and older
consumers, potentially missing out on a wider market share.

2. Risk of Over-reliance on Stunts:

o The emphasis on high-octane, stunt-heavy advertisements could


lead to a risk of diminishing returns over time. If the stunts
became too repetitive or disconnected from the product, it might
have lost its impact.

3. Potential Health Concerns:

o Like all carbonated soft drink campaigns, promoting Thums Up as


a go-to drink for adventurous lifestyles might face criticism from
health advocates due to concerns about sugar content and
health effects, especially in an era of increasing awareness about
healthy consumption.

Social Points:

1. Promotion of Masculine Ideals:

o The "macho" image promoted by the campaign reinforced


traditional masculine ideals of strength, daring, and fearlessness.
While this appealed to many, it could also be seen as reinforcing
gender stereotypes, focusing heavily on male-oriented activities
and attributes.

2. Cultural Relevance:

o The campaign tapped into the Indian audience's love for action
and thrill, using Bollywood stars who are household names. This
cultural alignment made the campaign relatable and engaging,
reinforcing its local roots despite being owned by a global
company like Coca-Cola.

3. Increased Brand Loyalty Among the Youth:

o The adventurous theme and the tagline "Taste the Thunder"


resonated strongly with the youth, encouraging a sense of
identity and belonging with the brand. This helped in building a
loyal customer base that often associated their experiences of
fun, adventure, and thrill with drinking Thums Up.

Conclusion: The "Taste the Thunder" campaign was a successful brand


strategy that reinforced Thums Up's image as a bold and adventurous drink.
Despite its narrow focus on a specific target demographic, it achieved strong
market penetration and a lasting brand identity. However, the approach also
faced potential drawbacks, such as reinforcing gender stereotypes and not
addressing broader health concerns associated with soft drinks.

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