Thums Up
Agency: Leo Burnett

The journey from 'Old' to 'Grown Up'

Problem Definition:

Thums Up's consumer base was aging rapidly. The 12-29 year age group forms a critical mass for the soft drink market. Thums Up's equity in this segment was diminishing fast. The brand was only holding on to drinkers that it had recruited years ago. The number of younger drinkers coming into the brand's fold was worryingly low. They were mostly veering towards arch rival Pepsi which was seen as younger and hipper.

Campaign Objectives:

To increase the preference for Thums Up over Pepsi in the target age group of 12-29 years.

Key Consumer Insight: Being seen as an adult /grown up is an extremely strong psychological motivator in the 12-19 year age group. Even in the 20-29 year age group, being seen as mature/ grown up is highly desirable and aspiratonal.

Creative Strategy:

The creative strategy hinged on leveraging the core product attribute of 'Strong Taste' to tap into the consumer insight. The strategy made use of the popular perception that strong tasting foods like strong tea/coffee, spicy foods, alcohol etc. are considered a sign of growing up. The strong taste of Thums Up made Pepsi sweeter in comparison. Since sweet things are meant for kids, you were a kid if you were drinking Pepsi. Hence the tag-line, "Grow up to Thums Up"

Results in the Market:

• Contribution from the 12-29 age group went up from 53.9% to 61% post the campaign
• Preference for Thums Up in the 12-29 year age group saw an increase of several percentage points.
• TOM awareness and 'Favourite Brand' scores saw a steep spike immediately post the campaign
• Post the campaign, preference for Pepsi dropped and scores on parameters like 'only for kids' saw an increase.