In a move that will majorly expand its market presence, international beverage giant Coca Cola’s Indian arm has announced the launch of a sugar-free variant of its Thums Up Charged range that will boast of the same strong taste and extra thunder. The ‘No Sugar’ range is being rolled out in the Indian market in an epic collaboration with the Marvel Cinematic Universe’s latest movie – Avengers Infinity War.
Commenting on the launch, Ishteyaque Amjad, Vice President, Public Affairs & Communication at Coca-Cola India & South West Asia, said, “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.”
The Avengers-Thums Up crossover drink will be available in cans and PET bottles that will feature illustrations of four Marvel Avengers Super Heroes – Thor, Iron Man, Hulk, and Black Widow – all of who resonate well with the thunderous Thums Up character. This association is expected to deepen the company’s engagement with the millennial and youth. Meanwhile, the campaign will include TV Commercials featuring the Avengers, along with promotions on the brand’s social media pages across YouTube, Facebook, Twitter, and Instagram. The company is also undertaking on-ground activations including sampling across 14 cities, exclusive movie previews and in-store branded displays across modern trade.
Thums Up Charged was introduced in India last year with Bollywood actor Ranveer Singh as the brand ambassador. And over the course of a year, the aerated drink is on its way to becoming “the first home-grown billion-dollar beverage brand”, said Vijay Parasuraman, Vice President-Marketing at Coca-Cola India & South West Asia, adding that “the no-sugar, 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.”
It is indeed a special year for both the homegrown beverage brand and the MCU as 2018 officially marks “40 years of thunder” and MCU’s 10th anniversary. “We couldn’t be more excited about collaborating with Coca-Cola India in preparation for our historic release — Avengers: Infinity War,” added Bikram Duggal, Executive Director and Head – Studios & Chief Marketing Officer, Disney India.