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Coca-Cola launches Sprite Ice

BANGALORE: After rolling out new brands in the soft drink and juice segments this year, Coca-Cola has now come up with a new product, Sprite Ice in India. Sprite Ice offers a taste of lemon and lime.

Sprite Ice has been launched in two pack sizes- the 600 ml blue colored dimple bottle and the 200 ml full sleeved option, sold at Rs 18 and Rs 7 respectively.

 

This new launch is aimed to further enhance the market leadership position of Coca-Cola India, with Sprite regular being the fastest growing CSD in the country, claims Coca-Cola.

The company has drawn an aggressive consumer activation campaign to market Sprite Ice in the country. The 360 degree marketing plan includes airing of TV commercials on leading channels. The TV campaign conceptualized and shot by Ogilvy & Mather, Worldwide, highlights the extreme Icy cooled sensation experienced by a Sprite Ice drinker.

 

 

Other marketing activities, which include organizing road shows including extensive experiential sampling sessions in schools and colleges, will be further backed by a range of internet & SMS contests.

Coca-Cola India senior V-P Vipul Saurabh said, "This year, we have already rolled out new initiatives on both the product and packaging innovations in our key categories like the carbonated soft drinks, juices, tea and coffee and will continue to provide more refreshing options in the next two months."

 

 

Sprite Ice is already available in Canada, Belgium, Italy, France, Mauritius, Malaysia, Hong Kong, Australia, Singapore, Thailand, an official statement adds.

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