new Delhi Beverage company Coca-Cola India on Friday announced the launch of a new variant for its fizzy orange flavored drink Fanta-Apple Delight, along with the appointment of Bollywood actor Kartik Aaryan as its brand ambassador. Aryan will be involved in a new campaign to promote the new Fanta variant.
The company said the addition of this flavor by Fanta will expand its brand portfolio in India to a two-flavour range.
The drink will be available in packs of 250 ml, 600 ml and 750 ml across the country this summer.
In line with our vision of “Beverages for Life” and focusing on the evolving tastes and preferences of our consumers today, we have decided to foray into the Apple Flavor segment. Furthermore, our innovation priorities and extensive research inspired us to bring a refreshing twist to sparkling apples with the new Fanta Apple Delight,” said Tish Condeno, Senior Director, Sparkling Flavors for Coca-Cola India and Southwest Asia.
The new campaign comes ahead of the peak summer season that helps boost sales of the beverage. Beverage companies have seen two consecutive summers disrupted by two waves of the Covid-19 pandemic. In the latest advertisement to be aired on television channels from March 5, Aryan will be seen enjoying Fanta Apple Delight. The ad also marks the beginning of the actor’s association with the brand.
The ad will be complemented with a 360-degree marketing campaign – both digitally and out-of-home.
“Fanta is all about people of colour. And the new Fanta Apple Delite gives people some more ammunition to turn everyday situations into a lot of fun. Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, This is a drink with a twist.
To be sure, globally, Fanta is available in Apple and Apple variants in multiple markets.
The company said that Fanta is the market share leader in the Orange segment; The brand aims to further strengthen itself in the fruit flavored segment with this variant. The company said the new flavour, which is anticipated to be a high-impact seller, will further strengthen Coca-Cola’s position in the soft drinks segment in the country.
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