All of us have been witnessing the fight of the big arch rivals Pepsi co and Coca Cola since a decade. It has just shifted to the next level for a different space and segment in the market. Where in non- carbonated market Brands like “Minute Maid, LMN, Nimbooz" are segmenting and micro- segmenting the market, the old biggies are back fighting their heart out for the orange carbonated space in the market.
We watched Horlicks vs Complan, Rin vs Tide and now its FANTA and MIRINDA each is a gladiator out on the battlefield from each of their respective kingdoms.
None of them are ready to back out or stand a step back from the other. As FANTA came up with a cute, hot and happening brand ambassador from the south GENELIA previously it was RANI MUKHERJEE soon MIRINDA reacted immediately by backing up and making ASIN their brand ambassador who is also from south. This two brand ambassador are not only associated
with the brand for their jolliness, liveliness, cuteness but also add much more value to the brand as they provide a greater audience to capture from North India to South India.
They both have not only created the orange carbonated segment but are also trying to position themselves through the color orange like in FANTA ‘s commercial by Ogilvy India we see them saying “Dikhao apne asli rang” while highlighting the whirl of orange color where as MIRINDA was campaigning “ Orange dekha to muh bola Mirinda” ( just like thanda matlab Coca Cola campaign which blew the hell out of pepsi) but know MIRINDA has launched a new campaign with ASIN “ Weekend aaye Pagalpanti Chaaye” and “ Pagalpnati zaroori hai” handled by JWT.
The fight has gone beyond extension- they have extended the war to their brand extension also FANTA APPLE and MIRINDA APPLE.
So the war of the Brands continues-- The battlefield is the same, the marketers or say the warriors are same, the strategy is also equal only the pawns and weapons are different.
So will any of the one be able to stand out and make its own impactive identity..???
