Coco-Cola launches Maaza's pineapple & orange variants

Indiantelevision.com Team

MUMBAI: Coca-Cola India’s Maaza,the mango flavoured fruit drink, this summer comes with two new variants- Maaza Pineapple and Maaza Orange - in 125ml packaging (single serve) to tap the rapidly growing juice drink market in India. The company has launched the pineapple and orange variants of the brand after extensive R&D and test-marketing of formulations, created especially to cater to the Indian palate and taste preferences.

The existing Maaza Mango, which enjoys more than 30 per cent of the juice drink market, is also being introduced in an innovative sleeve packaging in large family packs PET bottles to target home consumers.

Coca-Cola India vice president marketing Vikas Gupta says, “We continue to evaluate the evolving consumer needs and the new innovations, both on the flavour and packaging fronts, are a result of an extensive research and will provide a wider choice to our health conscious consumers.”

Gupta added, “With the launch of PET bottles we plan tap the home consumers in a big way as 90 per cent of all beverages are consumed at home today”.

The new offerings will be rolled out in the key metros to begin with - Mumbai, Delhi, Bangalore, Hyderabad and Chennai - and will be made available in other markets across India in a phased manner.

Maaza Mango, Pineapple and Orange will be available in 125 ml tetra packs for Rs 6. Maaza Mango is also available in 200 ml and 250 ml glass bottles for Rs 7 and 8 respectively and in the new metallic half sleeved internationally designed PET bottle (1 litre+200ml free) for Rs 36. The tetra-packs, popularly known as Chotu Maaza, are being promoted as a lunch accompaniment for school-going children and will be available with Donald Duck, and Pluto puzzles.

The new TVC, conceptualized by Leo Burnett and directed by the reputed Deven Khote of UTV Productions, extends the successful Yaari Dosti, Taaza Maaza campaign, to the entire family. It shows the kids’ asking their mother for Maaza as a bribe in return of their efforts to perform the daily chores for her. The commercial this time features the entire family including father and grandparents enjoying a moment of togetherness with Maaza to promote the family pack