Making a foray into the energy drinks segment, Coca-Cola has unveiled its premium energy drink, Burn, in India. Part of a phased launch, Burn is first being made available to consumers through select premium channels and outlets in Mumbai, Delhi/NCR and Bangalore.
As Burn primarily targets small, affluent and niche consuming audience, consumer engagement initiative mostly leverages event sponsorships; experiential sampling and community based marketing approach globally. Based around the global tagline “Can you take the heat”, the campaign has been developed by Karmarama, London.
Providing the Burn experience to consumers would also involve activating select premium outlets with exclusive Burn merchandise, backed by special audio-video imagery, all designed to further ignite and intensify their experiences.
According to Ricardo Fort, vice president, marketing, Coca-Cola India, “We are constantly evaluating and exploring the opportunities to expand and diversify our beverage portfolio. It gives me immense pleasure to announce the launch of our globally successful energy drink brand Burn in India. I am confident that Burn’s potent energy formula, will find a special appeal amongst the trendy and socially active young adults.”