Top Story


Home >> Media – Print >> Article

Coca-Cola plans to launch energy drinks

Font Size   16
Coca-Cola plans to launch energy drinks

Coca-Cola is exploring new terrain. It is looking at entering the energy drinks category by launching its international brand 'Lift' in the market. The company has already begun test marketing the drink.

According to FMCG analysts, energy drinks as a concept is quite new to the Indian consumer. And it will take a lot of time to develop the market. The major obstacle is said to be the pricing.

With vitalising nutrients in the drink, it carries a premium over other soft drinks and beverages. Coca-Cola is not the first entrant in this segment. The No.1 global energy drink brand Red Bull entered the market some months back.

Red Bull which is targeted at party goers is available at five-star hotels and premium night clubs and is priced at Rs 250 per 250 ml can.

According to industry sources, Coca Cola India with its aggressive marketing strategy and brand building activity could actually help the market to grow.

Other well known global energy drink brands include V, Adrenaline Rush and 180. While 180 belongs to Anheuser Busch, 180 is a light carbonated, orange citrus-flavoured energy drink which claims to have a host of energy boosting vitamins.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular