Coca-Cola launches Fanta Apple
04 Nov 2008
Coca-Cola has launched Fanta Apple, a new fruit-flavoured sparkling drink, and has signed up Genelia D'souza better known as 'Aditi' of 'Jaane Tu Ya Jaane Na' to add a fresh feel to the campaign. The campaign has been developed and executed by O&M Delhi.
The Coca-Cola Company plans to launch the drink in a phased manner starting with Andhra Pradesh and Tamil Nadu, followed by a national rollout in the next two months. has drawn an intensive consumer activation campaign to market Fanta Apple, which is being launched in a phased manner.
Fanta Apple is being targeted at today's youth who desire innovative experiences. The drink is available in 200 ml and 300 ml returnable glass bottles priced at Rs8 and Rs10, respectively. In addition, the new variant is also available in mobile 500 ml PET packs priced at Rs22.
The 360-degree marketing communication plan involves organising road shows, including extensive experiential sampling sessions in markets, offices, malls and colleges. The television commercial featuring Genelia D'Souza will be aired in November 2008 on all leading channels in the South.
Venkatesh Kini, vice president, marketing, Coca-Cola India, said, ''This innovation is a step towards strengthening the company's market leadership in the fruit-flavoured sparkling drink segment.''