The Hindu Business Line : Coke repositions Limca on `freshness' plank

COCA-COLA India is gearing up for the peak season sales by taking several new marketing initiatives, involving flagship brand Coke, ThumsUp and Limca.

After a gap of several months, the company has a new promotion for Coca-Cola whereas it has repositioned Limca on the freshness plank. The campaign for Coca-Cola stars Aishwarya Rai. It is called Thanda Aish-Cash and involves cash prizes totalling Rs 1 crore. Also, one lucky winner will get to accompany Aishwarya to an international premier of her next film on a foreign location.

For Limca, the `lime and lemony' tag line has been completely overhauled so that the brand communication will now be based on `freshness'. The new TV commercial, being aired from tomorrow, will feature model Deepika Padukone and will carry the tag line maza taazgi ka.

Of the Rs 5,000 crore carbonated soft drinks market, the lime-lemon category accounts for 30 per cent volume share with brands such as Limca, 7 Up, Mountain Dew and Mirinda Lime. However, despite the stepped up marketing activity by Coca-Cola India, the company's total marketing budget is expected to remain unchanged at last year's levels.

According to the LintasMedia Guide 2005 estimates, Coca-Cola India did not figure in the Top 10 advertisers on television in 2004, having slashed its advertising budget by about 20 per cent. In 2003, the company was ranked the seventh biggest TV advertiser with an adspend of Rs 67 crore.

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