A few days back, I talked about the Cola wars donning a new garb, with the battlelines being moved from between Pepsi & Coke, and redrawn between Thums Up & Mountain Dew. Read that post here.
An update to that is the launch of TVCs by both Thums Up and Mountain Dew with their star campaigners Akshay Kumar and Salman Khan respectively. Watch the TVCs below:
As you might have seen for yourself, the two ads are positioned on stunts, bringing on-board the two actors known for action-oriented movies. Thums Up has had this image of ‘macho’ness for quite a few years now, using Akshay Kumar, Salman Khan and Mahesh Babu for the same, even spoofing Pepsi at one time, portraying it as too sweet for a ‘true man’. They had also brought in a commercial at one time showing that women have now started accepting Thums Up as a men’s drink.
Mountain Dew on the other hand, started with the then-famous campaign – ‘Do the Dew‘, which connected it very strongly to urban youth, through the wittiness quotient. Mountain Dew, (like Sprite by Coca Cola), was used by Pepsi for some spoof attacks on Coca Cola as well, and was spoofed in return.
Recently, they have switched gears and taglines to ‘Darr ke Aage Jeet Hai‘, connecting to the male youth through adventure and adrenaline concepts, associating Mountain Dew with adventure sports like mountain biking, racing etc, and recently used Salman Khan’s 10,000 feet jump.
Hence, both the drinks are targeting urban male youth, both showcasing action, with Dew going the sporty way and Thums Up going the stunts way.
N.B.: This also puts Mountain Dew out of the way of Sprite, which was its first sparring partner in India. Now Sprite remains the only ‘witty youth’ drink. (Was this the reason that Dew switched competitors? – because Sprite, as CSD market leader was getting difficult to beat? )
It will be interesting to see how the two differentiate from each other on the similar positioning involved. Mountain Dew has also brought in some packaging innovations in its bottle style to further reaffirm the sportiness. Some other on-ground activities might be on the horizon as well.
Personally, for Thums Up I would love to see something other than Akshay Kumar jumping around buildings and running through fire for a Thums Up. Perhaps a different brand ambassador or a different concept would help shake things up a bit. I am also waiting for them to use the one brand element which has been largely unused as yet – the thumb logo of Thums Up. Perhaps, a trip back to the roots, connecting masculinity (which I don’t think they can/should easily move away from) with the logo, or even the name Thums Up might help.
Here’s to an exciting summer of warfare ahead. Fasten your seatbelts folks, the Titans are about to clash once more !