Coca-Cola India has entered the dairy segment by launching a mango and milk based drink - 'Maaza Milky Delite'.
For the launch of the new drink, Leo Burnett has set up a 360-degree marketing communication campaign in West Bengal, where the drink will be launched first. The campaign will consist of road shows, sampling sessions and by their presence in touch points. The nationwide launch of Maaza Milky Delite will follow soon, with a new campaign.
Along with this a TVC has been shot in Bengali that brings out the tagline, 'Sharing not possible' for Maaza Milky Delite will also be aired on channels in Kolkata.
Commenting on the launch, 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”.
Commenting on the launch of the drink and the ad campaign for the same, Sainath Saraban, executive creative director, Leo Burnett, said, "It's basically the coming together of mango and milk to form one of the most delicious drinks. With Maaza the positioning has always been indulgence, with 'Maaza Mango Delite', we've positioned this drink as an indulgence of a different kind and we've brought it out with the tagline - 'Sharing not possible'. We are hoping for big things from this drink as well as the ad campaign and hope to roll out the nationwide campaign soon too."
Vikas Chawla, vice president, Franchise Bottling Operations, Coca-Cola India, added, “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 endeavor. Maaza Milky Delite is a combination of delicious mangoes and milk, blended together, to delightfully satiate the Indian palate. Over the next two months, Maaza Milky Delite would be retailed across 3,000 outlets in Kolkata. I am confident that consumers will find this latest innovation truly refreshing and delightful”.
The drink, targetted towards teenagers and young adults will be priced at Rs. 15 for a 200 ml tetra pack.