Coca-Cola India has announced it aims to make its Thums Up cola a $1 billion brand in the next two years as it announces the launch of Thums Up Charged.
The company and its bottlers will invest to boost customer loyalty, launch new packs, expand distribution and increase manufacturing capacity in a bid to reach the landmark by 2020.
The new Thums Up Charged will be available in seven different pack sizes: 180ml can, 200ml can, 300ml can, 330ml can, 250ml PET, 400ml PET and 500ml PET.
Coca-Cola India has planned year-round celebrations for 40 years of Thums Up in the country. It has been rolling out a series of marketing campaigns to commemorate the milestone.
Vijay Parasuraman, vice president of marketing for Coca-Cola India and South West Asia, said: “Thums Up believes in a unique expression of masculinity that challenges us to believe that heroism is a choice. By personifying this, the brand has become a metaphor for uncompromising attitude or the ‘toofani spirit’, which inspires each one of us to unleash our potential and fulfil our own destiny.
“This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion dollar beverage brand.”
Earlier this month Coca-Cola India announced it would invest $1.7 billion in India over the next five years as it creates a range of region-specific juice variants made from fruits native to the country.
Fruits such as guava, dasheri mango, kesar mango and sweet lemons will be sourced and processed under the company’s flagship juice brand Minute Maid.
The company also launched a range of carbonated drinks called Kinley Flavours as it finds itself increasingly at odds with cheaper local brands.
© FoodBev Media Ltd 2017