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    Coca-Cola India takes legacy Limca brand into new category with Sportz range launch

    Limca, the oldest brand in Coca-Cola’s India portfolio, has launched its first-ever variant with Limca Sportz. It marks the India-born brand’s foray into the hydrating sports drinks category.

    The brand, which celebrated its 50th anniversary last year, has until now been best known for its distinctive lemon and lime taste and some memorable accompanying advertising.

    So this launch represents a first for the legacy brand, which stands at number four within Coca-Cola India’s sparkling portfolio and is known for its core ‘refreshing and rejuvenating’ positioning.

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    Arnab Roy, vice president & head-marketing, Coca-Cola India & Southwest Asia, said: “This launch marks our entrance into the hydration and rejuvenation drinks category, as a go-to choice for those looking for faster hydration during sports, exercise, and everyday active occasions.”

    Limca Sportz is positioned as a glucose and electrolyte-based beverage to address the rehydration needs of the emerging set of fitness-conscious audiences.

    “This is the first of many more innovations that would be launched in the next 18 months," added Ray."

    To create the buzz for the launch, the brand has launched its new #RukkMatt (never stop) campaign featuring the Indian Olympic javelin champion Neeraj Chopra.

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    The campaign, conceptualized by Ogilvy India, shows Chopra pushing the boundaries with his ‘never say die’ attitude. It is also the call-out from the brand to the millions of sports aspirants of the country.

     

    According to Ritu Sharda, chief creative officer of Ogilvy (North): “Limca Sportz is all about this, the right replenishment and hydration, and the philosophy of #RukMatt that cheers you to go on.”

    Sports is going to be the big anchor for this brand launch. The brand will be the official drink for the forthcoming ICC T20 world cup series to be played in Australia, shared Ray.

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    The product will be launched in retail in September, with a focus on some key markets to start with that include Delhi NCR, Bangalore, Chennai, Bengal, Mumbai, Pune, and cities of Andhra Pradesh/Telangana.  

    With this launch, the 50-year-old Indian brand is also reinventing itself for an emerging audience set, in keeping with Coca-Cola’s philosophy of offering a range of options to the consumers - from full sugar to zero sugar and from juices to rehydrating options.

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