The Cola war is looming on Indonesia's threshold<\/p>\n
By Lenah Susianty<\/p>\n
JAKARTA (JP): Dehydration?...Coca-Cola. The advertisement
\nappeared just one day after superstar Michael Jackson was
\nreportedly suffering from dehydration while in Bangkok, in August
\n1993, for his Dangerous concert tour, which was sponsored by
\nPepsi-Cola, the fiercest competitor of Coca-Cola.<\/p>\n
A 'Cola war', started in the mid-1970s in the United Sates,
\nhas not happened in Indonesia because Pepsi-Cola was virtually
\nabsent from the country for many years. Coca-Cola benefited from
\nthe void and used the opportunity to strengthen its market in
\nIndonesia during those 'non-Pepsi' years.<\/p>\n
The result is that currently 90 percent of the carbonated
\ndrink market is controlled by PT Coca-Cola Indonesia, which also
\nproduces other soft drinks such as Fanta and Sprite. For some
\nIndonesians, Coca-Cola is no longer a brand name because they
\ncall other carbonated cola drinks Coca-Cola as well.<\/p>\n
Things may change starting this month. Pepsi-Cola has
\nannounced its decision to reenter the market. In 1987 they had a
\nfranchise agreement with the Mantrust group, which faced huge
\ndebts in the 1990's.<\/p>\n
\"We prefer not to talk about the past. The future, which
\noffers tremendous opportunities for us, is much more interesting
\nto discuss,\" Pepsi-Cola's South Asia area vice president, Lance
\nTanaka, told a press conference Wednesday.<\/p>\n
Its comeback is strengthened by the establishment of PT Pepsi-
\nCola Indo Beverage, in a joint cooperation with the food division
\nof the Salim group, which owns 51-percent of the new company and
\nPepsi-Cola International holding the rest.<\/p>\n
\"We are sure we can change the situation. We are committed to
\ncompeting in the soft drink industry in Indonesia. By cooperating
\nwith the Salim group, which has the experience and expertise in
\nlocal markets, it is our target to hold at least 35 percent of
\nthe local carbonated drink market within five years,\" said Sung
\nIl Lee, marketing director of Pepsi-Cola International for South
\nAsia.<\/p>\n
The meaning is clear: The 'Cola war' will happen here,
\nalthough in a 'softer' way because Indonesia's code of ethics
\ndoes not allow advertisements to picture or name competitors
\ntogether with the advertised product.<\/p>\n
As of yesterday, Indonesian audience can see Pepsi airing its
\nnew TV commercial, featuring super model Cindy Crawford, through
\nthe five private-owned television stations: RCTI, SCTV, TPI,
\nANteve and Indosiar.<\/p>\n
One of the television commercials, screened in 30 countries
\nand watched by about 300 million consumers worldwide for the
\nfirst time this weekend Jan. 27-29, shows scientific research
\nusing an electron microscope, under which Cindy Crawford is
\nrevealed as the key \"sub-molecular\" difference between Pepsi and
\nCoca-Cola. International audiences, outside Indonesia, can see
\nscientists observing one drop of Pepsi and one drop of Coca-Cola.
\nHere, in polite Indonesia, Coca-Cola's can is replaced by only
\nmentioning \"an unnamed competitor\".<\/p>\n
Another commercial called \"Blind date\" will not be viewed
\nhere, because going on a blind date is not an Indonesian
\ntradition.<\/p>\n
Cindy Crawford, \"who portrays an appealing image and the
\nvalues Pepsi wants to picture,\" said Lee, \"replaces Michael
\nJackson, whose contract was not extended after nine years with
\nPepsi.\"<\/p>\n
Jackson's contract ended in November 1993 following the
\ncancellation of his Dangerous tour due to acute dehydration he
\nwas suffering during in his Asian tour. According to some reports
\nJackson's sudden illness followed allegations that he had
\nsexually molested a 13-year old boy. The allegations were made in
\nLos Angeles while he was in Bangkok.<\/p>\n
Crawford, the new star of Pepsi, is committed to a one-year
\ncontract for Pepsi's international commercials and expands
\nPepsi's list of stars which include rapper MC Hammer and Latin-
\nAmerican singer Gloria Estefan.<\/p>\n
In 1983 Crawford competed in the Elite Model Management's Look
\nof the Year competition and was placed in the top 15 finalists.
\nShe is now one of the world's most expensive models.<\/p>\n
Commenting on her new role as a stunning all-American girl who
\nleisurely pushes the lawn mower, Crawford said that she loves
\nstarring in the commercial because it is funny and different from
\nbeing the model of cosmetics commercials. \"It is more the real
\nme,\" she said.<\/p>\n
Pepsi-Cola's advertising is created by American-based Batten
\nBarton Durstine and Osborne Worldwide.<\/p>\n
Pepsi comes to Indonesia using its international image. \"For
\nthis reentry, we want to present our international image. After
\nit is established, we may try to localize it,\" said Lee.<\/p>\n
Coca-Cola<\/p>\n
Coca-Cola is trying to localize its image and get closer to
\nits consumers. International basketball player Hakeem Olajuwon
\nwas invited to Indonesia, which has the largest Moslem population
\nin the world, last September and acted in a commercial which was
\nshot here. Olajuwon could be considered a good choice since he is
\na Moslem.<\/p>\n
It could be on purpose, or a mere coincidence that this very
\nweekend, when Pepsi starts its massive campaign on TV stations,
\nCoca-Cola also launches its first 100 percent Indonesian-made
\ncommercial.<\/p>\n
Coca-Cola Indonesia's executives declined to say how much the
\ncompany spent to produce the Salute Indonesia commercial. \"It was
\nthe biggest budget Coca-Cola Indonesia has ever spent on a
\ncommercial,\" one of the company's managers said.<\/p>\n
At the commercial's launching ceremony on Tuesday night, Coca-
\nCola International's vice president, who is also president of
\nCoca-Cola South Pacific, Mike Bascle said that Coca-Cola's one
\nday lead over Pepsi-Cola means that \"Our new advertising campaign
\nis a testament to the Coca-Cola system in Indonesia's firm
\ncommitment to expand this market, as well as our sincere
\ncongratulations on the Republic of Indonesia's 50th Independence
\nanniversary.\"<\/p>\n
The concept of the new television commercial, which premiered
\non yesterday through private television stations, emphasizes the
\npopularity of Coca-Cola Company products among diverse
\ndemographic groups in the world's largest archipelago, according
\nto Coca-Cola Indonesia's public relations manager Jannus Hutapea.<\/p>\n
The commercial's \"rock\" jingle was composed by musician Indra
\nLesmana and sung by rockers Ecky Lamoh and Sofie Jasmin. The
\nParagita choir of the University of Indonesia is also heard as
\nthe backing vocals. The commercial was produced by SAVI Asia
\nPacific's office in Jakarta.<\/p>\n
The Salute Indonesia year-long celebration will include
\nspecially designed packaging and promotional materials due to
\ndebut within the next month, including a logo which says 'always
\nIndonesia, always Coca-Cola'.<\/p>\n
Well, salute Cola wars!<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/the-cola-war-is-looming-on-indonesias-threshold-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }