Abstract

This is the second of a two-case series Sales of Vanilla Coke, Coke’s first flavour extension to arrest the company’s falling market share in the wake of the pesticide controversy have not taken off. Though the television commercial and outdoor promotions have generated hype and awareness for the brand, consumers have found the campaign irrelevant to the product. They are not liking the taste of Vanilla Coke either. Retailers have also reported a slow product offtake.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Vanilla Coke, Marketing, Advertising, Retro, Blind tests, Brand extension, Brand launch, Pesticide controversy, Targeting, Positioning, Market share, Campaign