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Sprite Zero positions as ‘light’ drink for diet conscious

14-July-2005
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Sprite Zero positions as ‘light’ drink for diet conscious

The low-carb craze is catching on. In order to woo young Indians, Coca-Cola India has extended its diet drinks with Sprite Zero. The new diet variant will be available on stands in Delhi in two to three days. The drink will be rolled out nationally by this month.

Vikas Gupta, Vice-President, Marketing, Coca-Cola India, claimed that Sprite Zero was the first ‘light’ brand to be launched in the flavours segment in India. “This will offer greater options to the consumer. Sprite Regular is the fastest growing CSD and the launch of the ‘zero’ variant is designed to further enhance the leadership position,” he added. Currently, Coca-Cola India enjoys 60 per cent share in the Indian CSD market.

On how Diet Coke had been faring in the market, a company official said, “Diet Coke has done exceedingly well. A high double digit growth has been recorded in the first six months and the product is metro skewed.”

The official added that it was too early to comment on the sales target that Coca-Cola India had set for Sprite Zero. “We are confident that the product would do well in the market because there is a large consumer demand for the diet variants in the market. The low calorie segment has become a lifestyle choice and is increasingly becoming unisex,” he pointed out.

Sprite Zero will be available in all metros and key towns. The new innovation has been made available in a 600 ml dimple bottle priced at Rs 20, while the 200 ml bottle is available for Rs 10. Internationally, the product is available in Europe, Australia, New Zealand and North America. Asked if the company had plans to launch it in the canned form, the official said, “We will not be introducing the canned form of Sprite Zero.”

The product did not contain sugar, and instead had aspertame, which would be mentioned on the bottle, the official said. The brand has been positioned as “If you are thirsty for something light, Sprite Zero is your stop”.

On the marketing strategy, he said, “The plan is to own brand properties around the number zero. There would be a lot of below-the-line activities such as contests around the number zero. For instance, if you have zero in your cell phone number or number plate, you will earn rewards like membership to health and fitness clubs.” As of now, there were no plans to come up with a television commercial on Sprite Zero, he added.

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