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BEVERAGE

Coca-Cola introduces first home-grown beverage Thums Up Charged No Sugar
Wednesday, 11 April, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Coca-Cola India, one of the country’s leading beverage companies, on Tuesday announced the launch of Thums Up Charged No Sugar, the company’s first home-grown beverage to be offered in a no sugar variant with the same strong taste and extra thunder.

According to a press release issued by the company, the introduction of the new variant is a step towards the company’s commitment to promote moderation and offer people the choice of regular, low-sugar and no-sugar options.

Commenting on the launch, Ishteyaque Amjad, vice-president, public affairs & communication, Coca-Cola India & South West Asia, said, “Coca-Cola India is accelerating its strategic evolution to become a total beverage company by offering innovative and localised beverage choices to consumers. The launch of Thums Up Charged No Sugar not only marks the expansion of our product portfolio but also demonstrates our efforts to innovate products locally that meet changing consumer tastes and preferences. This is a significant milestone for us in our sugar reduction strategy and I am delighted to announce that leading this journey is our very own home-grown brand Thums Up.”

Vijay Parasuraman, vice-president, marketing, Coca-Cola India & South West Asia, said, “Last year, we introduced Thums Up Charged to celebrate the 40 thunderous years of the iconic brand Thums Up and were elated to see the love amongst our consumers. We are now eager to take the iconicity of this brand to the next level with Thums Up Charged No Sugar and recruit more consumers in our journey to make Thums Up the first home-grown billion-dollar beverage brand. The no-sugar, no-calorie variant is aimed at consumers who want to balance their sugar intake and enjoy their favourite drink as well. Additionally, we are supporting the brand by going beyond the traditional marketing practices and directly engaging with the consumers through interactive platforms and innovative formats.”

To connect with its core drinkers, the company has unveiled a creative and innovative marketing campaign in association with Marvel. The cans and PET bottles of the new product feature illustrations of four Marvel Avengers Super Heroes namely Thor, Iron Man, Hulk and Black Widow. These superheroes share the attributes with the brand which is constantly challenging themselves to unleash their true potential. This association is expected to deepen the company’s engagement with millennials and youth.

“This year marks the 10th anniversary of the Marvel Cinematic Universe. We are constantly seeking fun new ways to make our stories and characters a part of the everyday lives of our fans,” said Bikram Duggal, executive director, and head, studios, & chief marketing officer, Disney India. “We couldn’t be more excited about collaborating with Coca-Cola India in preparation for our historic release -- Avengers: Infinity War,” he added.
 
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