With the objective of infusing fresh life into Limca, Coca-Cola India has signed on Hindi film actress Sonali Bendre to endorse the brand. The new advertising is expected to be a sequel to last year's `har pyaas bujhaaye' campaign.
With the peak season for carbonated soft drinks round the corner, Coca-Cola will be pushing Limca, strongly in key regional markets such as Punjab and Andhra Pradesh in the Summer of 2002, through local home drives and consumer-and-trade-level promotions.
Plans to push Limca in traditionally strong regional markets come at a time when not only has the overall carbonated soft drinks market been sluggish, but also when the cloudy lemon market has itself been on slow growth mode.
According to industry estimates, the total carbonated soft drink (CSD) market is currently estimated at 250 million cases. The cloudy lemon segment accounts for 10 per cent of the CSD market, and the category's share has now slipped below that of the orange segment.
According to Coca-Cola, Limca has a market share of 11 per cent of the CSD market. The brand is available in 200-ml, 300-ml and 500-ml and 1-litre glass bottles, besides 1.5 litre and 2 litre PET bottles.