| Targeted at the urban youth, the new product is being
termed as blend of smooth ice-creamy flavour and Coca-Cola. Vanilla
Coke will be initially launched in select cities. Vanilla Coke will
be initially available in 500 ml PET bottles and would soon be introduced
in 200/300 ml glass bottles and 330ml cans.
"This launch is a continuation of our endeavor to offer new
products to our consumers. Vanilla Coke has been very successful
in the International markets and we find that the product has the
potential to be a bestseller here in India too," said Gupta.
Coca-Cola will launch an integrated marketing campaign including
a TVC featuring brand ambassador Vivek Oberoi. Created by McCann
Erickson, the 'Wakaw' campaign sports "a retro look and feel,"
going by the profile of the target audience.
The campaign, which portrays the era of 60’s, features Oberoi
in Elvis Presley’s get-up. The TVC, conceptualised by McCann’s
national creative director Prasoon Joshi and his team, will be launched
in mid-April across all mainline channels. The other marketing programs
lined up for the promotion of Vanilla Coke include activation of
key accounts, promotional activities in colleges and malls and the
launch of the 'Retrospective' music album amongst others.
For the summer season, Coca-Cola has already launched a new TVC
for Fanta featuring Rani Mukherjee earlier.
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