Parle Agro is set to make a re-entry into the cold drinks market in India in 2014 with the launch their new coffee-flavoured carbonated drink named Cafe Cuba.
In 1993, Parle Agro had sold its popular, iconic cold drinks - Thums Up, Limca, Gold Spot and Citra to Coca-Cola and also signed a non-compete agreement for ten years.
The new drink Cafe Cuba is set to be priced at Rs15 for a 250 ml PET bottle and Rs20 for a 250 ml can. The ad for the drink is up on YouTube and looks to attract youngsters looking for a caffeine rush.
On Facebook the fan page has more than 85,131 likes and has a description that reads, "Cafe Cuba is India’s first and only carbonated coffee beverage. It’s got fizz, zing, rush, and the alluring magic of coffee beans. Tasted Cuba?"
On Twitter, the company has created a profile @TheCubaGuy whose profile description reads as "Que Vola! I bring to India revolutionary, chilled, refreshing & new kind of fizzy coffee. You try it, you love it. #TastedCuba?"
The official website of the drink has a number of interactive elements and looks ideal as it looks to get youngsters to choose Cafe Cuba as the drink they choose.