Thums Up Turns 40; Coca-Cola India Launches its First Variant ‘Thums Up Charged’ Today
New Delhi, November 21: India’s leading beverage firm Coca-Cola India today celebrated forty thunderous years of Thums Up with the launch of ‘Thums Up Charged’. With the introduction of ‘Thums Up Charged’, the company today added the first ever variant to the 40-year-old brand. With the launch of Thums Up’s first variant, Coco Cola expects Thums Up- the first home-grown billion-dollar beverage brand in the next 2 years.
Vijay Parasuraman, Vice President, Marketing, Coca-Cola India & South West Asia said, “Thums Up believes in a unique expression of masculinity that challenges us to believe that ‘heroism is a choice”. He added, “By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion-dollar beverage brand.”
The newly launched ‘Thums Up Charged’ pack will be available in seven different packs—180ml can, 200ml Can, 300ml Can, 330ml Can, 250ml PET, 400ml PET, 500ml PET. Over the years, Coca-Cola India has introduced multiple pack options to allow consumers to enjoy the perfect serve size of their favourite Thums Up. Continuing with the same Toofani image, Thums Up ‘Charged’ contains the strong taste and offers extra Thunder to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.
The Company and its bottlers will invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020. The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. Coca-Cola has a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
Coca-Cola India has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Aquarius, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda.