PepsiCo, Coke get ready for summer; announce new initiatives

Ahead of the summer season, rivals PepsiCo and Coca Cola have kicked off new launches and advertisement campaigns for different products in the country as they prepare to lock horns in the market.

While PepsiCo has launched two new limited edition flavours under its Mirinda brand, Coca Cola has come up with a new campaign for its mango juice brand Maaza.

PepsiCo, which sells the Mirinda brand as an orange drink is adding two new flavours -- Orange Mango and Orange Masala -- as it looks to tap more Indian consumers.

"The two new flavours are based on India relevant innovation and add local familiarity to a bestselling global drink," PepsiCo India Executive Vice President - Marketing, Beverages (Flavours) Ruchira Jaitly told PTI.

Jaitly added that the launch of the two flavours would be supported by a campaign including outdoor, online and an innovative consumer engagement programme. The new flavours will be available across the country in 600 ml PET bottles and 250 ml cans.

PepsiCo sells beverage brands like Pepsi, Mirinda, Slice and snacks brands like Uncle Chips, Lays and Cheetos in India.

On the other hand Coca Cola is trying to woo consumers with its new campaign for Maaza, offering the "real mango experience throughout the year".

"The thought really is to strengthen brand Maaza's strong association with the mango in a very entertaining and engaging manner," Coca-Cola India Vice President (Juice Business) Andriy Avramenko said.

In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and on-the-ground initiatives across all key markets, the company said.

Coca-Cola sells various brands including Diet Coke, Thums Up, Fanta, Limca, Sprite and Maaza in the country.