Coca-Cola India, which had introduced the 1.25 litre ‘fridge pack’ some time back, crossed the 5-million milestone for the specially designed pack. The beverage major now plans a national roll-out for the ‘fridge pack’ and would extend the packaging innovation across its entire sparkling beverage portfolio – Coca-Cola, Thums Up, Sprite, Fanta, and Limca.
The ‘fridge pack’, so named as it easily fits into any average size refrigerator owned by most families in India, was first launched in March-end 2008 in select markets of Delhi, Mumbai, Nasik and states like Gujarat and Orissa.
Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, said, “Innovation has always been the hallmark of Coca-Cola’s business strategy in India. With the trend of in-home consumption of ready-to-drink packaged beverages on the rise, the success of the innovative 1.25 litre fridge pack is exciting. It is heartening to see the packaging innovation cross the 5-million milestones within two months of its launch in select markets. The challenge now is to extend the benefits offered by the fridge pack to maximum number of consumers. We are now in the process of rolling out this latest innovation in a phased manner nationally, across our entire portfolio of sparkling beverage brands.”
The fridge pack comes loaded with numerous advantages for consumers- be it the convenience to store in an average size refrigerator, provide an ideal serving for one occasion consumption for 4-5 people. In-addition, the packaging innovation also provides for enhanced fizz retention and at Rs 35 offers real value for money.
Kini further said, “A 360-degree integrated brand campaign is being rolled out, starting with a TVC, which broke across channels on Friday (May 23). The TVC has been conceptualised by McCann Erickson. The ad shows a group of children attending a birthday party where the father takes out a 1.5 litre fridge pack and serves it to the children. The print campaign will be rolled out soon.”
Coca-Cola has also involved brand ambassador Hrithik Roshan in the 5 million milestone celebrations.