Coca-Cola India has launched a no-sugar variant of its Thums Up Charged cola as it aims to offer Indian consumers more no- and low- sugar beverage options.
The launch comes after the company announced it plans to make Thums Up a $1 billion brand by the end of 2020 as it invests to boost customer loyalty, launch new packs, expand distribution and increase manufacturing capacity.
Coke said that with the new introduction consumers can enjoy the same Thums Up taste while staying conscious of their sugar intake.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. As of this summer, Coca-Cola India will start selling the brand in Bangladesh, Nepal, Bhutan and Sri Lanka.
To connect with its core drinkers, Coca-Cola India has unveiled a creative marketing campaign in association with Marvel. The cans and PET bottles of Thums Up Charged no sugar feature illustrations of four Marvel Avengers superheroes.
The campaign includes TV commercials featuring the Avengers, along with promotions on the brand’s social media pages across YouTube, Facebook, Twitter, and Instagram.
Ishteyaque Amjad, vice president of public affairs and communication at Coca-Cola India and Southwest 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 homegrown brand Thums Up.”
Vijay Parasuraman, vice president of marketing at Coca-Cola India and Southwest Asia, added: “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, the 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.”