Coca-Cola Launches New Variant Of Thums Up
For those of you who like the ‘thunder’ of Thums Up, there is yet another variant now. Coca-Cola India launched a new variant of Thums Up – for the first time ever – in the capital on Tuesday, intending to make the cola brand the first homegrown a billion dollar beverage in the next two years.
The launch of Thums Up Charged is in line with the company’s idea is to evolve from a one-category beverage player to a two-category one to becoming a total beverages company in the space of ready-to-drink, non-alcoholic drinks.
“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 at Coca-Cola India & South West Asia. “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,” he added.
While there will be no change in the sugar content of the existing Thums Up, the caffeine limit will be higher in Thums Up Charged that will make the cola drink even more “thunderous”. The company and its bottlers will invest suitably in enhancing the brand, launching new packs and expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.
Currently, Coca-Cola is present in three categories in the country. One is sparkling beverages, the second is juices and juice-based drinks, and the third is water.
