Let’s Dew It: Coke Cocks A Snook At Pepsi Once Again -
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Published on: 3/4/2003
Last Visited: 3/4/2003
Every brand must be able to stand on its feet as an independent brand," says Mudra Advertising's Hemant Mishra.
An increasing number of people are also of the view that Sprite is deviating from its core positioning of making a mockery at pretensions.
Sprite's advertising in India ever since the clear-lime brand debuted in this country has been pitched on two platforms: while the initial burst was all anti-hype, anti-pretension advertising, it was gradually overtaken by the Pepsi bashing variety.
Among the former Sprite ads are some unforgettable ones like the Lisa Ray spot, the beach ad, the college steps ad.Then there are those Sprite ads that have ostensibly taken on Pepsi-dating back to Pepsi's Shah Rukh-Kajol-Rani Mukherji campaign, since then, Sprite has regularly been taking potshots at Pepsi.
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After all Pepsi is too big a brand to pay attention to the ad," says Mr Mishra.
While Pepsi refused to comment on the issue, the Coke spokesperson did not get back with his views.
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