Delhi: Coca-Cola India has fired the opening salvos of its summer campaign
with the launch of two new variants of Maaza Maaza Pineapple and
Maaza Orange. The variants will come in 125ml packaging (single serve),
designed to tap the rapidly growing juice drink market in India.
company says that it has launched the pineapple and orange variants after
extensive R&D and test marketing of formulations, which have been created
especially to cater to the Indian palate and taste preferences.
existing Maaza Mango, which enjoys more than thirty per cent of the
juice drink market, is also being introduced in an innovative sleeve packaging
in large family pack PET bottles which will target home consumers.
Gupta, Vice President, Marketing, Coca-Cola India said, "We continue
to evaluate the evolving consumer needs and the new innovations, both on the
flavour and packaging fronts, are a result of an extensive research and will
provide a wider choice to our health conscious consumers."
added, "With the launch of PET bottles we plan tap the home consumers
in a big way as ninety per cent of all beverages are consumed at home today".
new offerings will be rolled out in the key metros to begin with, namely Mumbai,
Delhi, Bangalore, Hyderabad and Chennai, and will be made available in other
markets across India in a phased maaner. Maaza Mango, Pineapple and
Orange will be available in 125 ml tetra packs for Rs6. Maaza Mango
is also available in 200 ml and 250 ml glass bottles for Rs7 and 8 respectively
and in the new metallic half sleeved internationally designed PET bottle (1
litre+200ml free) for Rs36.
tetra-packs, popularly known as Chotu Maaza, are being promoted as
a lunch accompaniment for school-going children and will be available with
Donald Duck, and Pluto puzzles.
latest initiatives for brand Maaza are supported by an integrated marketing
and communications act including a new TV commercial that comes on air this
week across all Hindi mainline channels. The mainline launch will be followed
by regional channel launches in Andhra Pradesh and Tamil Nadu.
new TV commercial, conceptualized by Leo Burnett and directed by Deven Khote
of UTV Productions, extends the successful Yaari Dosti, Taaza Maaza
campaign, to the entire family. It shows the kids'' asking their mother for
Maaza as a bribe in return of their efforts to perform the daily chores
for her. The commercial this time features the entire family including father
and grandparents enjoying a moment of togetherness with Maaza to promote
the family pack.
India serves millions of consumers throughout the country with a varied range
of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite,
Maaza, Sunfill, Georgia, Georgia Gold, Kinley and Kinley Club Soda
through a network of more than one million outlets. The company has invested
1 billion in its Indian operations, emerging as one of the country''s top international
investors and employs approximately 6,000 people in India.