How Pepsi Atom wa

1. Pepsi Atom Disaster
The Cold War continues

2. Introduction
• Legendary rivalry between two strongest cola
brands in the world
• Century old war
• Although when compared in double blind
taste tests, the majority of people could not
tell the difference in taste, people will swear
they love one or the other.
• Coca Cola had always got an edge over Pepsi

4. Coke vs Pepsi
• Fanta – Mirinda
• Sprite – 7up
• Diet Coke – Diet Pepsi
• Thumps Up – Pepsi Atom

5. Pepsi Atom
• Launched to compete with Thumps Up
• Launched during IPL- 6
• Pepsi – IPL 6 Title sponsors
• Pepsi Atom -The Josh Cola
• 396 Cr for title sponsorship and 160 Cr for the
tournament
• IPL is a youth targeted event and Pepsi has always
been known for its youth oriented campaigns.
• Pepsi Atom positioned itself as much stronger,
fizzier and a sharp taste drink

7. “The brand’s positioning redefines masculinity
and portrays the modern Indian man in a new
light — someone who has mind as well as body.
The soon-to-be-launched communication
campaign for Pepsi Atom projects the more
relevant and relatable definition of masculinity,
as opposed to the much hyped mindless
action,” - PepsiCo.

8. • PepsiCo hired Sushant Singh Rajput as its
brand ambassador as he represents today’s
youth
• The tagline was ‘Chalo aaj kuch akalmand
kare!’ (Let’s do something intellectual)
• Thums up have a tagline of ‘Aaj kucch toofani
karte hain’ (Let’s do something adventurous).

9. Net Result
• ATOM was rejected!!!!

10. Why did the Product Fail???

11. Product Mix

12. Product
• Tasted like cinnamon cola
• Dint blend well with food

13. Place
• Product was available in super-markets and
other kirana stores
• Dismantled very quickly
• Reason : Product

14. Promotion
• The advertising campaign of Josh Cola of Pepsi
“Piyo Josh Mein Jio Hosh Mein” was not that
effective as Thums Up’s “Aaj Kuch Toofani
Karte hain”.
• Sushant Singh Rajput could not beat Salman
Khan as the face of this new strong cola drink.

17. Price
• Price of an introductory bottle of 250 ml
was Rs. 15 and a 500 ml PET bottle at Rs. 25
• Whereas 330 ml of Thums Up is for Rs. 25
and 600ml PET bottle at Rs 34
• Though cheaper it could never stand close to
its competitor

18. Packaging
• Bad design of PET bottle
• Not catchy nor innovative
• Old fashioned

19. End Result
• Pepsi Atom has been biggest failure of PepsiCo
• Pepsi lost on its market share which was Coca
Cola’s gain