Coca-Cola India has decided to award the ad account for its two forthcoming brands to regional divisions of agencies. Triton, Mumbai has been awarded Rimzim account and Lowe Lintas, Chennai gets Portello.
According to industry sources, Coca-Cola India has decided to adopt an advertising strategy different from that for its other mainline brands -- Coke, Thums Up, Fanta, Limca, Kinley, Mazaa and Sprite. Portello and Rimzim being are regional brands, Coca-Cola will be restricting their advertising to print media and outdoor.
Along with Triton and Lowe Lintas, Coca-Cola India now has five different ad agencies servicing its brands. While McCann-Erickson handles the advertising for Brand Coke and Fanta, Ogilvy & Mather handles Limca and Kinley. Leo Burnett is in charge of the advertising for Thums Up, Maaza and Sprite.
Rimzim -- the masala soda brand which Coca-Cola had acquired from Parle -- has already been rolled out in Mumbai and Gujarat. The black currant flavoured Portello is expected to be introduced early next year and will cater to the Tamil Nadu market.
Rimzim is essentially a relaunch and is being priced at Rs 7 per 250-ml bottle, while Portello is expected to be priced at Rs 10 for 300-ml bottles each.
Both Rimzim and Portello are aerated beverages and will be made available in local flavours. According to industry sources, Coca-Cola India has lined up a series of niche beverages in specific flavours targeted at regional consumers.