Coca-Cola launches campaign for no-sugar variant of Thums Up

13 Apr,2018

By A Correspondent


Coca-Cola India announced the launch of Thums Up Charged No Sugar, its home-grown beverage to be offered in a no sugar variant


Commenting on the launch, Ishteyaque Amjad, Vice President, Public Affairs & Communication at Coca Cola India & South West Asia, said, “Coca-Cola India is accelerating its strategic evolution to become a total beverage company by offering innovative and localized beverage choices to consumers. The launch of Thums Up Charged No Sugar not only marks the expansion of our product portfolio but also demonstrates our efforts to innovate products locally that meet changing consumer tastes and preferences. This is a significant milestone for us in our sugar reduction strategy and I am delighted to announce that leading this journey is our very own home grown brand Thums Up.”


Added Vijay Parasuraman, Vice President-Marketing at Coca-Cola India & South West Asia: “Last year, we introduced Thums Up Charged to celebrate the forty thunderous years of the iconic brand Thums Up and were elated to see the love amongst our consumers. We are now eager to take the iconicity of this brand to the next level with Thums Up Charged No Sugar and recruit more consumers in our journey to make Thums Up the first home-grown billion-dollar beverage brand. The no-sugar, no-calorie variant is aimed at consumers who want to balance their sugar intake and enjoy their favorite drink as well. Additionally, we are supporting the brand by going beyond the traditional marketing practices and directly engaging with the consumers through interactive platforms and innovative formats.”


Commenting on the TVC, Sainath Saraban, Creative Head, Leo Burnett, said, “Just like the effervescence that rises to the top in a bottle of Thums Up Charged No Sugar, the heroes too rise when it is time to prove themselves. Thums Up Charged No Sugar is a metaphor for the display of inner strength that superheroes demonstrate. Through this TVC, we have tried to achieve this in a visually gripping manner. The film is an association between two huge and exciting brands – Marvel Avengers and Thums Up Charged No Sugar. There is a palpable excitement, energy, action and joy that both bring to their fans.”



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