Canada Dry: Brand Failure

India never had any premium soft drink brand if we do not consider a brief period of 1995 to 1999. During this period Cadbury Schweppes launched and tried to successfully sell a unique product (in Indian context) known as Canada Dry. It is highly popular brand in international market and since it was launched by FMCG giant Cadbury, a lot was expected from it. But nothing happened the it was planned.

Cadbury Schweppes launched Canada Dry and 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 gained immediate acceptance because of its association with Cadbury. The brand had the potential to become a premium softdrink brand in India.

But in the year 1999, Coca Cola once again using its giant status took over the business of Cadbury Schweppes soft dring segment and like other Indian brands it acquired (Limca and Gold Spot) and killed the brand.

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. But still Coca cola has not been able to launch any premium segment brand in India and both Coca Cola and Pepsi are happy with their current segments and does not see the premium segment as very attractive. May be in future, when Indian market reaches maturity stage (especially in Urban areas), we can see much needed premium segment soft drinks.