Beverages company Coca-Cola today introduced an apple flavoured variant for its sparkling drink brand Fanta.
The drink, Fanta Apple , sporting a communication tagline of ‘Go Bite’ has been developed especially for Indian consumers. The company has roped in actress Genelia D’Souza as the brand ambassador for the brand.
Fanta Apple will be launched in a phased manner starting with the southern states of Andhra Pradesh and Tamil Nadu followed by a national roll-out over the next two months.
“Fanta Apple would be retailed across 35,000 outlets in the two states in the launch phase,” Deepak Kaul, Region Vice President South, Hindustan Coca-Cola Beverages Pvt. Ltd said.
The new variant will be available in 200 ml and 300 ml returnable glass bottles (RGB) priced at Rs 8 and Rs 10 respectively.
In addition, it would also be available in a mobile 500 ml PET pack priced at Rs 22. Brand Fanta, already present in over 190 countries, was first launched in India in 1994.
The 360 degree marketing communication plan for the brand will involve road shows including extensive experiential sampling sessions in markets, offices, malls and colleges.
Further, a TV commercial featuring Genelia and the ‘Go Bite’ proposition of the Fanta Apple brand will be aired starting first week of November, 2008 on all the leading channels in the south. The entire brand campaign has been developed and executed by Ogilvy & Mather, Delhi.
6 months ago