The Hindu Business Line : Coca-Cola to take up aggressive marketing campaign for 'Fanta'

Advertisement

NEW DELHI: Beverages major Coca-Cola is planning to kick start an aggressive advertising campaign to promote its flavoured soft drink 'Fanta' through a series of new commercials during the coming summer season. Sources said the company would soon start an integrated communication initiative focusing on out-of-home media to promote the beverage during summer.

The new communication programme, centred on a brand new slogan, "Fanta ka New Orangy Blast - Laga Kya", would leverage a range of delivery channels including out-of-home media, digital platforms and mass media advertising, aimed at building stronger conn ection with the youth.

"The new advertising strategy for Fanta would try to connect to the youth of the nation and would feature a new logo," sources said.

Besides a mix of TV commercials of different durations, Coca-Cola would also use animated characters to promote the drink, in its yet to be launched integrated marketing campaign.

The company would leverage outdoors like movie theatres, university campuses and other hang out zones. The campaign would also include a new TV commercial, conceptualised by Titus Upputuru, Senior Creative Director of Ogilvy & Mather, sources added.

Orange flavoured beverages account for nearly one-sixth of the total Rs 6,000 crore Indian aerated drink market at Rs 1,000 crore per annum. Coca-Cola has captured 50 per cent share of this Rs 1,000 crore market with Fanta. Other beverages brands in Coc a-Cola's kitty are Coca- Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda. - PTI

Prev: Zylog Systems to mull VOIP offer

Business Line | NUS Index |