Hyderabad: Coca-Cola India has announced the launch of Vanilla Coke, the first new flavour extension of the Coca-Cola brand in India. Vanilla Coke comes with thetaste of Coca-Cola with a hint of Vanilla. The product is to be launched in key cities across the country with the tag line Ice Creamy Thanda.

Sanjiv Gupta, president & CEO, Coca-Cola India, while launching Vanilla Coke said "This launch is a continuation of our endeavour to offer new products to our consumers. Our consumers have always enjoyed Coca-Cola and we are confident that Vanilla Coke will provide a new and enjoyable experience to consumers. According to the company the product is targeted at the urban youth, and is a perfect blend of a smooth ice-cream flavour and Coca-Cola.

The advertisement campaign launched by the company for Vanilla Coke sports a retro look and feel, the latest trend prevailing among the urban youth, and takes consumers back to the 60s era. Vanilla Coke will be supported by an integrated marketing programme that includes a TVC starring Vivek Oberoi, the brand ambassador of Vanilla Coke, in an Elvis Presley get-up. The TVC, conceptualised by Prasoon Joshi and his team from McCann Erickson, is accompanied by the music of the 60''s, composed by the musical duo of Vishal-Shekar of Jhankaar Beats fame and will be launched in mid-April across all mainline channels.

Other marketing programs lined up for the promotion of Vanilla Coke include activation of key accounts, promotional activities in colleges & malls and the launch of the retrospective music album amongst others. Vanilla Coke will be initially available in 500 ml PET bottles priced at Rs.15 and would soon be introduced in 200/300 ml glass bottles and 330ml cans.