PepsiCo is all set to bring back Mumbaikars’ beloved Duke’s range of beverages. The company is re-launching the range in a cool and retro avatar. One of Mumbai’s favourite beverage companies, Duke’s has had a strong presence in the market with its popular brand Mangola.
Now after seven years, PepsiCo is getting Duke’s flavoured beverage back into the Mumbai market with its four flavours – Raspberry, Masala Soda, Gingerade and Ice cream Soda in 200 ml retro style returnable glass bottles for Rs 10 and a 500 ml PET bottle for Rs 25. However, there are no plans to re-launch Mangola at present.
Speaking on the re-launch, Deepika Warrier, Director Marketing – Beverages, PepsiCo India, said, “Duke’s much-celebrated flavours were once part of every Mumbaikar’s life and we are extremely pleased to bring these back this festive season.”
The marketing and advertising campaign for Duke’s involves a lot of on-ground activities, besides initiative in the digital space and posters to get great visibility. The market targeted currently is only Mumbai to start off with the launch. Later on, the company has plans to sell the product in other cities too.
With the addition of this new range, PepsiCo is looking forward to further address pockets of opportunity and strengthen its regional presence. Backed by a robust distribution set-up, easy accessibility at the right price and smart below the line support, PepsiCo is confident that Duke’s will be back as a household name in Mumbai.
“I have no doubts in my mind that Duke’s flavoured beverage is going to do very well in Mumbai,” affirmed Sanjay Mishra, Executive Director–West Market Unit, PepsiCo Beverages, India.
Duke’s has been present in Mumbai for several years now and its soda is a leader in the metro. It was only its flavoured drinks went out of the market.
The packaging of the product being re-launched has a vintage feel to create a sense of nostalgia and is expected to attract youngsters and college goers. There are plans to get introduce some more flavours later on.