Coca-Cola forays into dairy segment with Maaza Milky Delite; Leo Burnett handling biz

Coca-Cola India has forayed into the dairy segment with the launch of its latest offering, Maaza Milky Delite, a blend of mangoes and milk, developed by Coca-Cola India in its R&D lab in Gurgaon. The brand sports the tagline: ‘Sharing not possible’.

According to Ricardo Fort, Vice President, Marketing, Coca-Cola India, “We at Coca-Cola India are constantly evaluating and exploring opportunities to expand and further diversify our beverage portfolio. It gives me immense pleasure to announce the launch of Maaza Milky Delite, an innovation that will not only mark Coca-Cola India’s entry in the dairy segment, but also further strengthen the leadership of brand Maaza in the country. This latest innovation has been developed at our Research & Development Laboratory in Gurgaon. As part of the phased launch, Maaza Milky Delite would be first made available to consumers in the city of Kolkata, followed by a nation-wide launch later this year.”

Maaza Milky Delite is available in a 200 ml slim tetra pack and has been priced at Rs 15. The brand is targeted at teenagers and young adults who are on the lookout for a delicious and refreshing milky mango juice drink.

According to Vikas Chawla, Vice President, Franchise Bottling Operations, Coca-Cola India, “Driven by innovation, we at Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers. The launch of Maaza Milky Delite is an example of the same endeavour. Over the next two months, Maaza Milky Delite would be retailed across 3,000 outlets in Kolkata.”

To overcome any supply chain challenges, Coca-Cola India is sourcing the reconstituted milk and the mango pulp (Totapuri and Alphanso varieties) used in the manufacture of Maaza Milky Delite from suppliers within the country. Prior to bringing the innovation into the market, Coca-Cola India has also developed a special ‘Cool Chain’ right from the production plant to the distribution system, right down to the retailer. In addition, special training sessions have been organised for educating the sales team and retailers on product handling.

Coca-Cola India has drawn up an aggressive consumer activation campaign to market Maaza Milky Delite in the selected channels and outlets in Kolkata. The 360-degree marketing communication plan involves organising road shows, including extensive experiential sampling sessions, presence in engaging touch points etc. Complementing the on ground initiatives, a TV commercial bringing out the ‘Sharing not possible’ proposition of Maaza Milky Delite would be aired on all leading channels in Kolkata. The entire brand campaign has been developed and executed by Leo Burnett.