Coke seeks to tap on the move consumers

NEW DELHI: Global beverages major Coca Cola is taking up a new exercise of introducing most of its major brands, including Coca Cola, Diet Coke, Thumps Up and Mazaa, in new size of 350 ml as it looks to catch on the move consumers ahead of the expected sales drop in the winter.

The company has already introduced the new Xpress 350 ml pack for its Sprite brand and plans to expand it to other products in a phased manner.

Xpress 350 ml pack to be also made available in Coca Cola, Diet Coke, Thumps Up, Maaza and Kinley Club Soda in the first phase followed by Fanta, Limca and Minute Maid Pulpy Orange in the second phase,  the company said in a statement.

Industry sources said the first phase would be in the next two months, followed by the next phase.

The Sprite Xpress packaging innovation will be the perfect complement to the on the move lifestyles of today's youth and it will further strengthen the brands youth connect,  Coca Cola India Vice President (Marketing) Venkatesh Kini said.

The latest packaging would be available in select markets including Delhi and NCR, Bangalore, Mumbai, Pune, Goa, Jaipur, Ahmedabad, Jodhpur and Udaipur.

The company will also launch a special campaign titled Seedhi Baat, No Bakwaas  to promote its latest format.

The integrated campaign would focus on out of home media through location specific creatives in spots like shopping malls, parking areas and hang out zones, besides using mass media campaigns and a TV commercial, Coca Cola added.