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
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.
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.