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Coca-Cola to introduce new energy drink

14-September-2001
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Coca-Cola to introduce new energy drink

Coca-Cola India plans to launch its new energy drink ‘Shock’ in Mumbai very soon. The company will test-market Shock, an energy drink for men, in Mumbai. This launch is in line with Coke’s strategy to expand its product category beyond carbonated soft drinks.Coca-Cola’s move to foray into the niche energy drinks segment comes in tandem with competitor Pepsi’s plans to roll out Gatorade.

With this foray and Coca-Cola’s plans to enter other categories like tea and coffee, the company is now looking at a broader consumer base, and not just targeting the 160 million base of youth in India.

Coinciding with the Diwali festival, Coca-Cola plans to launch a brand new television commercial to promote its flagship brand, Coke. Coke plans to continue to use these stars in our Coke TVC.

In the exotic locales of Udaipur, the company is currently shooting a new TVC which features popular cine star Hrithik Roshan. Incidentally, Mr Rakesh Roshan once again directs the new TVC for Coke.

To support its offline advertising plans the company plans to launch a host of Internet marketing initiatives with its e-partners Hungama.com and Contests2win.

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