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Thums Up commemorates 40th anniversary with launch of Thums Up Charged
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Thursday, 23 November, 2017, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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To celebrate the 40th anniversary of Thums Up, Coca-Cola India launched a variant named Thums Up Charged. The beverage major also stated that it intended to make the Indian cola brand the first home-grown billion-dollar beverage brand in the next two years.
“Thums Up believes in a unique expression of masculinity that challenges us to believe that heroism is a choice,” said Vijay Parasuraman, vice-president, marketing, Coca-Cola India and South-West Asia.
He added, “By personifying this, the brand has become a metaphor for an 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,” Parasuraman said.
Thums Up Charged is the result of Coca-Cola’s steadfast commitment to innovation by offering more beverage choices to its consumers. 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.
Consumer and customer engagements for Thums Up@40 celebrations
Coca-Cola India has planned year-round celebrations on successful completion of 40 years in India to enhance brand love, brand variants and strengthen operations and distribution.
The company will be rolling out a series of initiatives, including consumer-led engagement campaigns, along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional and outdoor media channels.
A Thums Up Charged pack for every need
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.
The all-new Thums Up Charged will be available in seven different packs—180ml cans, 200ml cans, 300ml cans, 330ml cans, 250ml PET bottles, 400ml PET bottles and 500ml PET bottles.
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