Thums Up to Become the First-ever 1 Billion USD Cola Beverage Brand from India

Business Wire India

(L to R) Ishteyaque Amjad, Vice President, Public Affairs and Communications, Coca-Cola India & South West Asia and Vijay Parasuraman, Vice President, Marketing, Coca-Cola India & South West Asia

Coca-Cola India, one of the country’s leading beverage companies, today announced that it intends to make Thums Up—India’s most-loved cola— the first home-grown billion dollar beverage brand in the next 2 years. The company also announced the launch of Thums Up Charged, the first ever variant of Thums Up that is packed with even more thunder.
 
“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 & South West Asia. 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.”
 
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 can, 200ml Can, 300ml Can, 330ml Can, 250ml PET, 400ml PET, 500ml PET.About Coca-Cola India 

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company 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. The Company along with its owned bottling operation and other bottling partners, through 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.
 
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint. For further information on the company's India operations and its products, please visit: www.coca-colaindia.com and www.hindustancoca-cola.com. Follow us on twitter at twitter.com/CocaCola_Ind, or on Facebook.