Cloudy Future? Coke Sees Less Fizz In Limca Push

Posted: Apr 12, 2004 at 0000 hrs IST
Updated: Apr 12, 2004 at 0000 hrs IST

Font Size

Feedback

Discuss

Has Coca-Cola India (CCI) put its cloudy lemon soft drink brand Limca on the backburner? While there are no clear answers to that, the company is definitely not inclined to add some zing to the acquired brand this summer.

The brand is not a ‘priority’, conceded CCI’s director-marketing Sharda Agarwal while talking to FE at the launch of Vanilla Coke last week.

“Limca is not high priority for us, this year,” Ms Agarwal said. Interestingly, the company has also decided not to continue its association with Hindi film star and TV anchor Sonali Bendre who was signed by the soft drink major two years ago in 2002 to add some zing to the brand. “Our contract with Ms Bendre is over and we have not renewed it,” she added.

Sonali Bendre

An over 30-years old brand, Limca—originally from the stable of Ramesh Chauhan’s Parle which was later sold off to CCI along with his other brands—holds a strong equity in the country particularly in key regional markets such as Punjab and Andhra Pradesh.

The brand, which was once strongly positioned as ‘lime-n-lemoni’, was given a contemporary feel in 2002 with a new campaign featuring Sonali Bendre.

...

Single Page Format

1 - 2 - Next

Ads by Google

Discuss this story on expressindia forums