The people born in 21st century might wonder why their parents will prefer Thums up and Limca over other famous soft drinks like Coke and Pepsi. Few might have even heard about Gold Spot drink from their Parents, which was long gone before their birth. There is a strong reason to discontinue Goldspot, the favourite soft drink of an entire generation
Thums up, Limca and Gold spot were Indian brands owned by Parle, an Indian company. However all three of them were acquired by coca-cola in the early 90’s to become a monopoly in the Soft Drink market. Thums up and Limca were re-branded with same names by coca-cola but Gold Spot was killed eventually to make a way for Fanta, a similar coca-cola product.
Gold Spot : Introduction
The artificially flavoured Orange drink was introduced in 1952 at the time where soda’s are very new to the country. The flavour gained instant recognition. Both children and elders loved the tangy Orange taste of the flavour which will taste good even when it is slightly chilled. Though the drink was an instant hit, the company couldn’t expand the product as there were no proper supply chain facilities available back then.
In 1977 after the exit of foreign brands like Coca-Cola and Pepsi Co. from the Indian market, GoldSpot was introduced Pan-india along with Thums Up and Limca. By 1970’s Parle has a strong presence through out the country with its well established franchise network and multiple bottle manufacturing plants. Gold spot and Limca became crowd favourite by the end of 1970’s. Sales skyrocketed and Parle had a fair chance to become the soft drink monopoly in Indian market.
Coca-cola vs Parle
Coca-cola was soon back in the Indian Market and started very aggressive marketing campaigns and advertisings throughout the country. The battle between Coca Cola and Parle was neck to neck, both companies were spending in tons to promote their brands. Being a Global brand, Coca Cola had the edge in every aspect. Also, foreign brands were considered to be more reliable by the distributors and sellers. Coca-cola got more attention from youth and Gold Spot was preferred by Children.
Parle had to counter this problem to stay in competition. It decided to change its marketing strategy by changing the image of GoldSpot from Children’s drink to something premium and uber-cool to appeal to youth and elders. Parle spent huge loads of money on print ads to reach out to people from every class including upper middle class and politicians who preferred foreign brands.
Gold Spot’s famous advertisement
To capture the attention of the people, Parle casted a young upcoming Model for Gold Spot ads who went to become a legendary actress in Indian Cinema. She was none other than Rekha, the heart throb of 80’s. Colorful print ads featuring young Rekha sipping GoldSpot through a straw had become a national sensation in 80’s. Never before had Indians seen such “sexy” ads of a beautiful model sipping a drink in a bottle. The tag line “Livva little hot, Sippa GoldSpot” was well received by the youth of India. Soon Parle experimented with sub-conscious marketing techniques by incorporating flashing messages in strategic locations across cities of India.
Gold Spot : Slowdown and Death
For the next few years, competition was neck to neck between the two brands. In the late 80’s and early 90’s, political tensions were at an all time high due to the political conflicts with unfortunate events like death of Rajiv Gandhi and others. This took its toll in all businesses, especially the Beverage business which involved lot of transport. Global brands like coca cola had the financial backing to withstand any situations, but Indian companies like Parle found it difficult to sustain the slowdown.
In 1993 Coco Cola bought out the three mega brands – Gold spot, Limca and Thumbs up from Parle. Coke slowly began killing the Parle brands to make way for its own brands like Fanta and coca-cola. Thums Up was sidelined for boosting Coca Cola sales. Limca was also sidelined and Goldspot was killed to make way for Fanta.
However, the customers of Gold Spot did not shift to Fanta which was unexpected by the company as they both share almost same taste and appearance. Fanta took many years to reach the sales of Gold spot. Gold spot was completely discontinued by the year 2000. This is how the favourite drink of an entire generation is killed.
Gold Spot Drink details
Type : Carbonated Soft Drink
Slogan : The Zing Thing
Introduced by : Parle Bisleri
Manufacturer : Coca-Cola company
Country of origin : India
Introduced year : 1952
Discontinued year : 2000
Colour : orange
Flavour : orange
Packed : Glass bottles
A Los-angeles band Goldspot named themselves after this fizzy drink. Siddhartha Khosla, the core member of the band mentioned that Gold spot drink was very popular in India back in 80’s which inspired them to name their brand after it.