Coca-Cola India, one of the country’s leading beverage companies, today announced the launch of Thums Up Charged No Sugar, the company’s first home-grown beverage to be offered in a no sugar variant with the same strong taste and extra thunder.
Promoting Moderation in Soft Drinks
The introduction of the new variant is a step towards Coca-Cola India’s commitment to promote moderation and offer people the choice of regular, low-sugar and no-sugar options to choose from. Consumers can now enjoy their favourite Thums Up taste with the same taste while staying conscious of their sugar intake.
Commenting on the launch, Ishteyaque Amjad, Vice President, Public Affairs & Communication at Coca Cola India & South West 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 home grown brand Thums Up.”
The Marvel Connect
To connect with its core drinkers, Coca-Cola India has unveiled a creative and innovative marketing campaign in association with Marvel. The cans and PET bottles of Thums Up Charged No Sugar feature illustrations of four Marvel Avengers Super Heroes namely Thor, Iron Man, Hulk and Black Widow. These superheroes share the attributes with the brand which is constantly challenging themselves to unleash their true potential. This association is expected to deepen the company’s engagement with millennials and youth.