The summertime of 2012 belongs to lemon based beverages. Marketers are all out to woo consumers through high decibel promotions for lemon based imbibe brands. These brands ( ane time neglected) started to live considered equally high increment brands. In BCG metrics terms,Question Marks all of a abrupt became Stars ! The argue is the like shooting fish in a barrel realization that Indians accept a soft-corner for lemon flavour which was long neglected past times maverick marketers who wanted the Cola to dominion the market.Now lemon flavored segment is growing at 17-20% annually compared to unmarried digit increment for the Cola brands.
The novel Star of the block is the iconic Limca build from Coca Cola. Coca Cola was reluctantly pushing the build to the forefront through simply about good crafted campaigns during the concluding few years. Although the part of vocalisation was less, the sheer character of the campaigns lifted the build to novel heights.
Watch simply about of these ads hither : Limca Ads 2006-10
The campaigns used music really effectively too focused on the concept of freshness . All through these years, the taglines decease along on changing from
Fresh Ho Jao
Haseen Lamhaon ko churao
Do Pal Taazgi
Maza taazgi ka
Doobo Taazgi mein
The build conceived a bright imagery of H2O splashing alongside simply about soul-warming music which brought dorsum the magic of Limca. This summer, the build mandarins of Coke decided to alter everything. The bright persuasion of a celebrity endorser was conceived too executed. Kareena Kapoor was chosen equally the celebrity too the build owners decided to ditch the before positioning too imagery too brought inwards a novel higher guild attribute to the build - Pyaas Badhao where the concept is the build wants its consumers to thirst for to a greater extent than ( success) inwards life.
Watch the advertizement hither : Limca Pyaas Badhao
I somehow experience that despite the best efforts too intention, the motion lacks the magic. The build seems to live preaching to consumers which was a drastic shift interms of the personality. Earlier campaigns had total of romance too soft imagery. The novel motion completely lacks whatever romance too is inwards the backdrop of sports seems then out of touching on alongside the brand's personality. Kareena asset a limca bottle is non going to do whatever magic for the brand. Infact, Limca's build equity which survived Coke's assassination endeavor does non require to derive whatever back upwards from celebrities. To live fair to the brand, Limca had before roped inwards celebrities similar Salman Khan, Riya Sen etc to endorse it.
In ane of the reports, the build owners suggested that the alter inwards the build strategy was warranted past times the aggression of competing brands. However, that does non explicate the logic of such a drastic shift inwards the brand's personality.
Brands exhorting the consumers to scale higher heights is non a novel concept.Brands similar Horlicks, Bournvita etc pitch on similar lines. Hence Limca's novel preaching pitch puts it amid the commons crowd non different. But the before romantic platform was something unique. I don't yell back whatever imbibe build positioning on a romantic platform.
So uniqueness lost, inwards the clutter , heavily depended on celebrity for power, volition live the final result interms of the branding. Had the build used Kareena inwards a romantic mood alongside H2O splashing around, Limca would accept broken its ain Limca Books of Records ! Alas... its preaching time...
Limca : Lime N Lemony
