Close on the heels of the launch of brand communications for its brands Fanta and Sprite, Coca Cola has unveiled yet another campaign, this time for the market leader (in the carbonated segment), Thums Up. The advertising roll-out also co-incides with the launch of a new logo for the brand. "The sharper edges are added to the 'Thums' in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently," said Kashmira Chadha, director marketing, Coca-Cola. The new logo has been designed by DMA Brand Consultants.
The latest communication, developed by Leo Burnett's ECD Sainath Saraban, features the brand ambassador Akshay Kumar in a double role: one as a slick intense character while the second being a fun-loving person. The campaign has been shot by an Australian director, Jon Gwyther, in Sydney.
Watch the TVC here:
Built around the theme of 'I will do anything for my thunder', the campaign showcases the twin avtaars of Kumar competing against each other for their bottle of Thums Up. An action packed, fast paced TVC shows the two personalities playing a game of getting their favourite bottle of Thums Up without touching their feet on the ground.
Said Saraban, "A Thums Up drinker's thirst for his Thums Up is very different from any other thirst, which is why the challenge this time was to do something bigger and better than last year. The idea struck us as being a departure from the regular chasing the bottle of Thums Up, but without having to compromise on the core attitude of the brand 'I will do anything for my Thunder'".