Re-launch
Despite its strong overall equity, the brand was losing its popularity among the core cola drinking age group of 12 to 25 year-olds, partly due to a lack of advertising.
Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would benefit more than Coke if Thums Up was withdrawn from the market. Instead, Coke decided to use Thums Up to attack Pepsi. The Coca-Cola Company by this time had about 60.5% share of the Indian soft-drink market but much to its dismay found out that if it took out Thums Up, it would remain with only 28.72% of the market (according to a report by NGO Finance & Trade in India), hence it once again dusted out the Thums Up brand and re-launched it targeting the 30 to 45 year olds.
The brand was re-positioned as a “manly” drink, drawing on its strong taste qualities. Known to be a strong drink with more power packed into it than other colas, it was a favorite in rum-based cocktails, as in “rum and Thums Up.” Thums Up kick-started an aggressive campaign directly attacking Pepsi’s television commercials, focusing on the strength of the drink hoping that the depiction of an “adult” drink would appeal to young consumers. “Grow up to Thums Up” was a successful campaign. The brand’s market share and equity soared. The brand was unshakeable and Coca-Cola’s declaration that Thums Up was India’s premier cola brand in terms of market share did not surprise many.
Other campaigns from Thums Up build on its “strength” and its perception as a macho drink. Ads showing the Thums Up man, riding through the desert in search of a cantina that sells Thums Up rather than drink another cola, stuck in the minds of many Indians and caught the imagination of youngsters who wanted to be seen as men.
In February 2012, popular South Indian actor Mahesh Babu became a spokesperson for Thums Up. In October 2012,Coca-Cola India signed Salman Khan once again as the brand ambassador of Thums Up.The company has also tied with Salman Khan's forthcoming movie, "Dabaang 2" and his Charitable organisation as a part of the deal.
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