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Coca-Cola India to make Thums Up first ever $1bn Cola beverage brand

Published 23 November 2017

Coca-Cola India announced that it intends to make Thums Up the first home-grown billion dollar beverage brand in the next two years.

Coca-Cola India & South West Asia's vice president marketing Vijay Parasuraman 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 and unshakeable self-belief which inspires each of us to unleash our inner potential. 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.”

Thums Up Charged is the result of Coca-Cola’s steadfast commitment to innovation by offering more beverage choices to its consumers. Continuing with the same Toofani image, Thums Up ‘Charged’ contains the strong taste and offers extra Thunder to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.

The company and its bottlers will invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.

Coca-Cola India has planned year-round celebrations on successful completion of 40 years in India to enhance brand love, brand variants, and strengthen operations and distribution. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.

Over the years, Coca-Cola India has introduced multiple pack options to allow consumers to enjoy the perfect serve size of their favourite Thums Up. The all new Thums Up Charged will be available in seven different packs—180ml can, 200ml Can, 300ml Can, 330ml Can, 250ml PET, 400ml PET, 500ml PET.

Source: Company Press Release