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Coca-Cola India launches Aquarius, forays into active hydration segment
Friday, 30 December, 2016, 08 : 00 AM [IST]
Our Bureau, New Delhi
Coca-Cola India, one of the country’s leading beverage companies, marked its foray into the active hydration segment with the launch of Aquarius, a non-carbonated, low-calorie lemon-flavoured beverage with essential salts and minerals. It contains sodium, potassium and calcium, and will be available in 400ml packs priced at Rs 30 at organised trade, e-commerce and select grocery stores in major cities across India.  

The new beverage expands the company’s portfolio of beverages, which includes Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Sprite, Sprite Zero, Limca, Fanta, Kinley packaged water and soda, Bonaqua packaged water, Maaza and Minute Maid juices, Schweppes, Georgia and Georgia Gold tea and coffee, Fuze iced tea and Vio flavoured milk (which is available in two variants - Almond Delight and Kesar Delight).

Debabrata Mukherjee, vice-president, marketing and commercial, Coca-Cola India and South West Asia, said, “Aquarius is one of the top twenty billion-dollar brands of the Coca-Cola Company and is very popular globally. In India, it is aimed at shaping the category of active hydration, targeted at young and urban consumers who are active-minded and lead active lifestyles.”

“At present a high fraction of the consumers are striving to accomplish and do a lot more in their day – they realise the importance of active healthy living along with the need for being hydrated. We believe this will only increase in coming years and the category of active hydration will see an exponential growth,” he added.

“With its refreshing lemon flavour, the new product aims to establish new consumption occasions for consumers for their busy, on-the-go lifestyle. We expect Aquarius to shape the evolving active hydration category and help it grow at a rapid pace in the country,” Mukherjee stated.

The company aims to build higher brand recall and awareness for Aquarius across the cities it will be launched in. This will be followed by a strong communication plan, which includes select digital campaigns, print campaigns, out-of-home (OOH) campaigns and point-of-sale (POS) campaigns.
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