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Our Bureau

New Delhi, Sept. 29

Coca-Cola has launched a 350-ml version of Sprite. Smaller than the current pet bottles, Sprite Xpress is for on-the-go young consumers, who in a while will also get Coca-Cola, Diet Coke, Thums Up and Maaza in the first phase, followed by Fanta, Limca Minute Maid Pulpy Orange in the second, said the company.

The company aims to tap into the need for immediate refreshment of urban on-the-go consumers with this new package.

“Sprite Xpress packaging innovation will be the perfect complement to the on-the-move lifestyles of today’s youth. And it will further strengthen the brand’s youth connect. It will help expand the market and create a new category in packaging in the beverage industry,” said Mr Venkatesh Kini, Vice-President (Marketing), Coca-Cola India in a release.

The new bottle, priced at Rs 15, will first be made available in the select markets of New Delhi, National Capital Region, Jaipur, Jodhpur, and Udaipur, Bangalore, Mumbai, Pune, Goa, and Ahmedabad.

The launch is being supported by a 360-degree campaign, with a new TVC titled ‘Ghumo Ghumao?!’.

More Stories on : Strategy | Beverages

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