Sonal Khetarpal New Delhi Last Updated: November 22, 2017 | 13:56 IST
Coca Cola has launched a new variant of Thums Up after 24 years of acquiring the brand from Parle in 1993. 'Thums Up Charged' is part of the company's strategy to make the home-grown cola drink a billion dollar beverage brand in the next two years.
The company claims the new variant to be "packed with even more thunder" which essentially comes from the high caffeine content in the beverage. Vijay Parasuraman, Vice President, Marketing, Coca-Cola India & South West Asia said that the plan is to make Thums Up an even bigger brand in the country.
Thums Up is currently a Rs 5,000-crore brand in terms of sales revenue. The launch of more variants is to offer more choice to consumers, said Ishteyaque Amjad, Vice President, Public Affairs and Communications, Coca-Cola India & South West Asia. Thums Up Charged is available in seven different packs-180ml can, 200ml Can, 300ml Can, 330ml Can, 250ml PET, 400ml PET, 500ml PET.
The product launch will be supported through an integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising. Bollywood actor Ranveer Singh is the brand ambassador for the Thums Up brand in Hindi-speaking states and Mahesh Babu will be the face of the beverage maker in the other non-Hindi speaking markets.
