Campaign India Team
Oct 19, 2011

PepsiCo to relaunch Duke's in Mumbai

The marketing promotion will be below the line

PepsiCo to relaunch Duke's in Mumbai

PepsiCo is all set to re-launch the Duke's range of beverages in Mumbai.  in a cool and retro avatar to offer a piece of nostalgia to both its new and older fans. Duke’s will now be available in four flavours – raspberry, masala soda, gingerade and ice cream soda in 200ml retro style returnable glass bottles for Rs 10 and a 500ml PET bottle for Rs 25.
 
The marketing promotion will mainly be through below the line activities, and start-up design agency Delta Leonis has been appointed for this.

According to PepsiCo, being a 100-year old brand from the city, the new Duke’s range represents Mumbai’s spirit, which is a strong mix of tradition and modernity. It celebrates the heritage of Mumbai and echoes the same values of energy, strength and effervescence.
 
Speaking about the launch, Deepika Warrier, director marketing – beverages, PepsiCo India, said, “Duke’s much-celebrated flavours were once part of every Mumbaikar’s life and we are extremely pleased to bring these back this festive season. With the addition of this new range of refreshing beverages to our vibrant portfolio we look forward to further address pockets of opportunity and strengthen our regional presence. Backed by our robust distribution setup, easy accessibility at the right price and smart below the line support, we are confident that Duke’s will be back as a household name in Mumbai.”
 
"The brand has a strong base of loyalists in Mumbai who used to cherish these flavours; we are confident that these will not only take them down the memory lane but also appeal to consumers who are new to the Duke’s taste," added Sanjay Mishra, executive director-West market unit, PepsiCo Beverages, India.

Source:
Campaign India