Coca Cola India

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How will the new corporate campaign ‘Little Drops of Joy’ help Coca-Cola to strengthen its brand positioning?

This campaign outlines the 5 pillars of our strategy – people, portfolio, planet, partners & performance. The campaign essentially is an umbrella campaign that should tie all these five Ps together in one communication. We expect to communicate this to all our consumers and stakeholdersin one integrated way.

Why have you chosen this particular time to come out with this new corporate brand campaign?

We wanted to be absolutely sure about what we are doing before we talk about it. So everything that you see in the campaign is something we have already done. For instance, we are expanding our portfolio and its there in the campaign. We have been undertaking CSR exercises and we have won government awards on that front. So it’s the best time to announce the new campaign.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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