Business Daily from THE HINDU group of publications
Saturday, May 24, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Saturday, May 24, 2008 ePaper | Mobile/PDA Version | Audio |
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Marketing
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Strategy Coca-Cola takes its Fridge Pack national 
Actor Hrithik Roshan Our Bureau New Delhi, May 23 Coca-Cola is rolling out nationally its special ‘Fridge Packs’. The 1.25-litre bottle has been designed specially for Indian consumers and has so far been available only in select markets. Encouraged by the consumer response, the company has now decided to roll it out nationally, Mr Venkatesh Kini, V-P Marketing, Coca-Cola, said. A sale milestone of five million ‘fridge packs’ was a good enough occasion to bring brand ambassador Hrithik Roshan to the Capital. When asked whether the actor’s commitment to the DLF IPL Mumbai team clashed with the beverage company’s sponsorship of the Mohali team, the actor said, “It just goes to show, both Coca-Cola and I support sports.” Coca-Cola, meanwhile, is taking 16 students, selected from a ground exercise covering 185 schools over a period of two and a half months, to Brazil for a short training at the Brazilian Football Academy. The ‘Fridge Pack’ offers Coca-Cola’s entire sparkling beverage portfolio (Thums Up, Sprite, Fanta, Limca). The Rs 35 bottle is already selling in Delhi, Mumbai, Nasik, and the States of Gujarat and Orissa. More Stories on : Strategy | Beverages
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