Coca-Cola launches new drink 'Coca-Cola Zero'

The introduction of Coca-Cola Zero follows the launch of Maaza Milky Delite in Punjab and Kolkata and the expansion of Schweppes footprint, during the year.

Coca-Cola Zero offers the same ‘Great Coke Taste, with Zero sugar’ and is first being made available in the top 100 towns in India, both in traditional as well as modern trade.

These cities contribute almost 90% of the urban population – a segment that is globally networked, well-traveled, has a distinct identity, is on-the-move and demands wider product choices.

With the launch of Coca-Cola Zero in India, the brand is now available in all the top 6 markets of the Coca-Cola company, the others being USA, Mexico, China, Brazil and Japan.

Coca-Cola Zero is one of the 17 billion dollar brands of the Coca-Cola Company in revenue terms and is one of the fastest to this milestone. It was first launched in 2005 and is now available in 149 countries including India.

In keeping with the bold, distinctive and individualistic character of Coca-Cola Zero, the first sip of the product was enjoyed by some of its most avowed consumers - actor Farhan Akhtar, Olympian luger, Shiva Keshavan, fashion designer, Sabyasachi Mukherjee and fashion photographer, Atul Kasbekar.

They were joined on stage by Manpreet  Gulri, Country Head, Subway; Alok Tandon, CEO, INOX Leisure; Venkatesh Kini, President, Coca-Cola India and South West Asia and Debabrata Mukherjee, VP Marketing, Coca-Cola India.

Speaking at the launch of Coca-Cola Zero in India, Venkatesh Kini, said; “As we move towards the halfway mark of the decade, it is important that we add new offerings to our portfolio even as we nurture the existing brands. Coca-Cola Zero comes at a time when Coca-Cola classic has established itself as one of the country’s favourite beverage brands with a wide distribution and manufacturing set up. It therefore complements our sparkling portfolio and leverages the manufacturing capacities that we have created over the last many years. We are on course to invest USD 5 BN by 2020 thereby providing beverage choices to consumers that complement their lifestyles and hydration needs. In a social and demographic set up, where consumers are increasingly demanding safe, hygienic, high quality and consistent hydration options, our portfolio is well placed to cater to the new age consumer’s requirements.”

Coca-Cola Zero, in modern trade outlets, will first be available across the Reliance Retail chain.

Amongst airlines, travelers aboard the IndiGo flights will be the first ones to enjoy Coca-Cola Zero while amongst the Quick Service Restaurants; Coca-Cola Zero will be available at Subway outlets. Partners like INOX Leisure will provide Coca-Cola Zero as additional choice on their menus.

Post 5th of October, Coca-Cola Zero will be available across the top 100 towns in India in more than 1.8 lakh outlets which includes traditional and modern trade.

Speaking at the launch of Coca-Cola Zero, Alok Tandon, CEO, INOX Leisure Limited, said,” The definition of choice is nowhere as pronounced as in the entertainment business. Twenty years ago, none us thought that we will have audiences for the kind of cinemas that actually do very well today. However, there is more to it than just the kind of cinema but the entire movie experience in multiplexes like INOX that seems to have graduated to another level. The choice of snacks, beverage options, pre-screening and post screening experience, technological advancement in terms of projection, sound, good acoustics etc, have seen a sea change over the years."

"I guess the one thing that has remained constant though, is Coca-Cola as a part of the movie going experience. We are happy to know that consumers can now choose the zero sugar option also along with the regular Coca-Cola. It is always great to have choice and our guests will enjoy Cocoa-Cola Zero and make it a part of their regular movie viewing experience," he said.

Coca-Cola Zero will be available in 300 ml slim cans, 400 ml PET bottles and 600 ml PET at the same price points as regular Coca-Cola.

Present at the launch, Manpreet Gulri, said, "Coca-Cola Zero ideally complements Subway's food service offering that evolves continually with changing consumer tastes and preferences. I am sure discerning consumers would be delighted to pair-up Coca-Cola Zero with our range of low-fat sandwiches during our forthcoming promotion. Coca-Cola Zero makes for a great addition to the beverage options available at Subway restaurants and we are excited about the opportunity."

Coca-Cola Zero will be manufactured at 10 Plants - company owned as well as franchise owned - in different parts of the country.

Elaborating on the launch strategy and product attributes, Debabrata Mukherjee said, “Coca-Cola Zero is a part of our global Red-Silver-Black model on Coca-Cola Trademark. Its strength lies in its great taste and sharp brand positioning. To ensure that consumers get their first taste of Coca-Cola Zero, we will be sampling more than 1.5 million packs of the product in the next four months. We have a strong communication plan which includes digital media, television and print campaigns. The uniqueness of the product can be gauged from the fact that since its launch, it has done well in matured as well as emerging markets, across the globe. Its top 5 markets include countries like USA and Brazil. We expect that Coca-Cola Zero will hit all the right notes with consumers in India”