#Thumbs up drink series#

The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi. It was introduced in 1977 to offset the withdrawal of The Coca-Cola Company from India. Thums Up gained the top spot of the #1 cola drink in India, but unfortunately, Limca, Gold Spot, and Citra could not see the light of the day. Thums Up is an Indian multinational brand of cola in India. The re-entry or revival of the Thums Up brand helped Coke gain significant market share. Revival of Thums Up by Coca-Cola and marketing strategiesĬoca-Cola revived the Thums Up brand in 1997 with a re-engineered tagline “I want my Thunder”. It was a roller coaster ride for Coke and they soon realized that by killing Thums Up, they had served the market share to Pepsi, quite easily, on the platter. Key the more thunder Thums Up is a brand of cola in India. Thums Up was withdrawn after a few months.Ī war of colas broke between Pepsi and Coke after the withdrawal of Thums Up. Thums Up slogans Advertising Slogans and Taglines(or mottos) for Thums Up. Gold Spot and Limca were withdrawn in the very first few months itself. Carbonated water constitutes up to 94 of a soft drink. Ramesh Chauhan got a hint of this intent through his sources and tried to reason with Coca Cola against doing it but in vain. Soft drinks are enormously popular beverages consisting primarily of carbonated water, sugar. The company had decided to withdraw (read KILL) Parle’s products from the market. In 1993, Coca-Cola bought Thums Up, Gold Spot, Limca, and Citra from Ramesh Chauhan for $60 Million.Ĭoke reached the numero uno position instantaneously on acquiring the #1 brand Thums Up. Moreover, Parle couldn’t compete with cash-rich Coca Cola in advertising through top Bollywood stars. Thums Up is known for its tough, fizzy flavor and its positive, mature and uniquely masculine attitude. On seeing the franchise bottlers being converted into Coke manufacturing plants, Ramesh Chauhan decided to call it quits and surrender. Thums Up Soft Drink - Thums Up Soft Drink (THUMBS UP). So, while Parle had 80% market share but had only owned 4 bottling plants while other 58 were franchise who were eager to work with foreign brands. Coca Cola was not able to displace the number 1 spot of Thums Up.Ĭoca Cola started poaching the franchise bottlers of Parle. Journey of Thums Up from Parle to Coca-ColaĬoca-Cola thought that Indians would welcome this brand once again after 16 years. This article has been researched & authored by the Content & Research Team. 2.Threat from substitutes like fruit juices. Up until 1993 when Coca-Cola decided to re-enter the Indian Market post-liberalization of the Indian Economy. The threats in the SWOT Analysis of Thums Up are as mentioned: 1.Threat from other aerated drinks competitors. As of now Thums Up had a stronghold on the Indian Cola Market. Basically Chauhan brother were owner of Parle company (Parle. And during the event, all Covid protocols will be strictly followed.But Pepsi’s entry didn’t deter Parle Thums Up to grow. Earlier Thumbs Up was manufactured by Indian brothers Ramesh and Prakash Chauhan with Bhanu Vakil. The authorities have ensured to invite athletes only after they are vaccinated and follow complete quarantine norms. The event which was scheduled in 2020 had to be shifted to 2021 due to the coronavirus outbreak globally last year.

#Thumbs up drink series#

'This will entail a series of video content along with marketing stories for digital and social media which will keep the audiences connected with the Olympic Games in real time.Īs part of the campaign, special athlete packaging will be rolled out that will give consumers a chance to own a piece of history,' the statement read. 'In line with our long history of partnering with major sporting events globally, our strategic partnership with the Olympic Games Tokyo 2020 reinforces our long-standing commitment to refresh sports fans and enhance our consumers' experiences,' Arnab Roy,VP, India, and Southwest Asia and Marketing Head was quoted as per the report.Īs per reports, Roy in a statement claimed that the Thumbs Up team will use novel marketing techniques and show the hard work and dedication of athletes in reaching the current stage of their sporting career. 'As India enters its 100th year of participation at the Olympic Games, Thums Up aims to celebrate and salute the real heroes of the Olympic Games, athletes, who overcame tremendous odds to reach where they are today,' a statement attributed to Coca-Cola India in a report said.Įarlier major sports events like football, cricket, basketBall events at the international level have been sponsored by Coca-Cola and other beverage companies. The games will officially commence on July 23 and as per reports, the multinational company Coca Cola's Indian-made brand Thumbs Up will be the major sponsor of this historic event. For the first time, the Indian beverage Thumbs Up brand has become a major and worldwide partner for the Olympic Games at Tokyo.