Coca Cola seeks to ‘Burn’ the energy drink market

Coca-Cola in India has announced the launch of its globally premium energy drink brand ‘Burn’. As part of the phased roll-out, Burn will initially be made available at select premium channels and outlets in three key cities of Delhi & NCR, Mumbai and Bangalore.

e4m by exchange4media Mumbai Bureau
Updated: Dec 2, 2009 8:35 AM
Coca Cola seeks to ‘Burn’ the energy drink market

Coca-Cola in India has announced the launch of its globally premium energy drink brand ‘Burn’. As part of the phased roll-out, Burn will initially be made available at select premium channels and outlets in three key cities of Delhi & NCR, Mumbai and Bangalore.

Speaking on the launch, Ricardo Fort, Vice President - Marketing, Coca-Cola India, said, “We are constantly evaluating and exploring the opportunities to expand and diversify our beverage portfolio. It gives me immense pleasure to announce the launch of our globally successful energy drink brand Burn in India. I am confident that Burn’s potent energy formula, will find a special appeal amongst the trendy and socially active young adults.”

He added, “We will be doing consumer sampling at high end parties. We will be doing ads on the Internet. We are not doing mass media as we are targeting young trend setting consumers.”

The key ingredients of Burn include Guarana, Taurine, Glucuronolactone, Caffeine, Inositol and Theobromine. The potency of Burn is further accentuated by its unique flame iconography, best explained by its tagline ‘Can you take the heat?’ The creative agency is Karmaran, a creative agency from London. A 250 ml slim can of Burn is priced at Rs 75. The energy drink is targeted at the trendsetting, socially active and adventurous young adults who require energy to experience life to the fullest.

The launch of Burn is actively supported by an intensive below the line consumer engagement programme involving large scale sampling and presence in innovative consumer touch points involving fashion, music, Bollywood, etc. Internationally, Burn is one of the most successful energy drinks from the Coca-Cola Company, with strong presence in countries like Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, the US, Australia, South Africa, etc.

Burn was first introduced in Europe in the 90s, over the years its presence has expanded to over 76 countries.

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