Top Story


Home >> Marketing >> Article

Cloudy Future? Coke sees less fizz in Limca push

Font Size   16
Cloudy Future? Coke sees less fizz in Limca push

Has Coca-Cola India (CCI) put its cloudy lemon soft drink brand Limca on the backburner? While there are no clear answers to that, the company is definitely not inclined to add some zing to the acquired brand this summer.

The brand is not a ‘priority’, conceded CCI’s director-marketing Sharda Agarwal while talking to FE at the launch of Vanilla Coke last week.

“Limca is not high priority for us, this year,” Ms Agarwal said. Interestingly, the company has also decided not to continue its association with Hindi film star and TV anchor Sonali Bendre who was signed by the soft drink major two years ago in 2002 to add some zing to the brand. “Our contract with Ms Bendre is over and we have not renewed it,” she added.

An over 30-years old brand, Limca—originally from the stable of Ramesh Chauhan’s Parle which was later sold off to CCI along with his other brands—holds a strong equity in the country particularly in key regional markets such as Punjab and Andhra Pradesh.

The brand, which was once strongly positioned as ‘lime-n-lemoni’, was given a contemporary feel in 2002 with a new campaign featuring Sonali Bendre.

This year, however, there has been no new advertising for the brand so far. One of the reasons perhaps why the company is not pushing the brand this summer is sluggish growth of the cloudy lemon market. The segment, industry observers say, has not been growing in the recent past.

Instead, there’s a shift to the clear lime category which they say is booming. “The clear lime category is booming and our brand Sprite is leading that,” Ms Agarwal said. The cloudy lemon segment is estimated to account for 10 per cent of the overall carbonated soft drinks (CSD) market.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.