Brand : Canada Dry
Company : Cadbury Schweppes ( Later Coca Cola)
Agency : Mudra
Brand Analysis Count : 371
One of my colleagues yesterday showed me a 1989 issue of Business India where he pointed out an ad of a long forgotten brand – Canada Dry . We passionately talked about the brand which we both liked.
Canada Dry was launched in India in 1995 . The brand ,from Cadbury Schweppes ,was a highly popular brand of softdrinks across the globe. Canada Dry was a much hyped brand because it was from the house of Cadbury. Cadbury Schweppes launched Canada Dry a
nd Orange Crush in the Indian market with much fanfare.
Canada Dry was a Champagne Softdrink. The brand has positioned itself as a champagne and the taste was different and refreshing.
The brand was also promoted heavily in various media. The ad featuring the snow and tiger brings back the nostalgia about this brand. The brand was positioned as a premium cooldrink . The brand gained immediate acceptance because of its association with Cadbury. The brand had the potential to become a premium softdrink brand in India .
It is sad to see such brands being killed for no reason connected with customers. The only reason for Coke to kill these brands was to make way for Coke’s original brands. In the case of Canada Dry , the brand only had a negligible presence in the Indian market.
Look at the Indian market now – Is there a premium softdrink brand in India ? Neither Coke or Pepsi was able to create a premium softdrinks category in India. They have not even tried yet…….