Coca-Cola, a global leader in the beverage industry is all set to launch three fruit-based drinks during the summer. Two of these fruit drinks will be launched under the Minute Maid brand, whereas the third would be a mango shake in the dairy segment under the brand Maaza.

The Coca Cola officials confirmed the news, “Coca-Cola India is currently test marketing Minute Maid Apple Juice and Minute Maid Mixed Fruit juice in Kolkata. Based on the response, we will take a call to roll it out in other parts of the country.”

The company has not yet set its foot in the dairy segment, and thus the launch of mango shake in the Indian markets would act as a testing ground for the company. Also, the company has partnered with the upcoming Common Wealth Games to launch its fruit-based drinks.

Industry sources believe that the move just reflects the consumer’s need for a healthy life. The juice market in India is expected to be approx. Rs 2,670-crore market, which seems to be nearly 18% of the carbonated drinks market.

FMCG companies have been launching health related products in the past few months to cash on the healthy living concept adopted by their consumers.

Imran Khan, the Bollywood star who made a smashing debut with Jane Tu Ya Jaane Na is all set to debut in the world of endorsements. Imran has been signed as the brand ambassador of Coca-Cola.

Talking about the association, Imran said, “This is actually the first and the only endorsement I have signed over a year and a half since I have joined the film industry. This was the only endorsement that I wanted to sign before they ever came to me. I think Aamir has been endorsing Coke for 10 years now and ever since I was a kid, I used to watch his ads. I have always considered Coca-Cola to be synonymous with refreshment and happiness. I am sure everyone will find the new Coca-Cola communication extremely engaging.”

The new campaign also features Kalki Koechlin (from Dev D). Speaking about the TVC, Imran added, ‘The entire concept of the film is about how Coke breaks the ice between two characters who might not have been together, if Coke wasn’t there. What is really interesting in the ad is that we have used an imaginary bottle.’

The campaign was conceptualized by the creative team of McCann Erickson and was directed by Dibakar Banerjee (director ‘Khosla Ka Ghosla’ and ‘Oye Lucky! Lucky Oye!’).

Coca-Cola also plans to get mamu Aamir Khan and nephew together for an ad shortly. Until then, enjoy this one..

Coca-Cola, the global leader in the beverage industry lately added a new drink in their kitty. It has brought to India the global brand Burn, which already has a huge presence in the European markets. Burn is positioned as an energy drink for the niches. Coca-Cola officials further add that Burn is targeted at the trendsetting, socially active and adventurous young adults.

Burn will be competing with arch rival Gatorade (from PepsiCo) apart from Red Bull and Cloud 9. Currently, the energy drink sector in India is estimated at a whooping Rs.200 crore and thus attracts the big players in the industry.

Ricardo Fort, vice-president, marketing, India and Southwest Asia confirmed the news and said, “We have always assessed and researched the opportunities to expand and diversify our beverage portfolio. We are happy to announce the launch of our globally successful energy drink in India.”

Speaking about Burn, the product is priced at Rs.75 for a 250 ml can and will be available at selective premium channels across Mumbai, Delhi and Bangalore. Burn will be marketed through an intensive below-the-line programme along with presence in other media forms.

Let’s hope Burn sets the market on fire.

What happens when the world’s oldest soft drink brand decides to go for social media? Nothing more than the most innovative and largest social media campaign in recent times. Coca-Cola Co. is launching a social media campaign called “Expedition 206”, in which a team of three bloggers will be sent to 206 countries in a year to uncover what makes people happy, as part of the soft drink maker’s “Open Happiness” campaign.

The campaign will include all the social media efforts which include blogging, posting updates on Twitter and adding videos to YouTube. Consumers apart from interacting with the team can also suggest them various things to do during their journey.

The team of three people is yet to be shortlisted and will be done via voting through online. The three travelers will spend the entire year travelling around the 206 countries, where Coke is sold. The team will meet the locals, tell stories on the trip’s Web site and take part in events like the Winter Olympics in Vancouver. The entire cost will be borne by the company apart from their salary which will not be disclosed.

“It’s not about having the Coca-Cola brand first and foremost, centre of the screen,” said Adam Brown, director of Coca-Cola’s Office of Digital Communications and Social Media. “It’s about telling the story that involves Coca-Cola that involves the attributes of what Coca-Cola is about, optimism and joy.”

The trip begins Jan. 1 in Madrid. In the first month, they’ll go to 17 countries, including Venezuela, Brazil, Bolivia and Panama. It ends Dec. 31 at Coca-Cola headquarters in Atlanta. The travelers will mostly be on their own but will connect with local Coca-Cola representatives and be escorted in certain countries, Brown said.

Nine finalists have been shortlisted and votes can be cast at www.expedition206.com till November 6, 2009. The winning team will be announced by end of November.

Hope the trio as well as Coke enjoy the journey and reach their desired destinations..

Coca-Cola may be 123 years old, but the brand’s journey is far from over. Coke has been ranked as No. 1 in the study of the most valuable brands in the world. Coke’ brand value is listed at $68.7 billion, up by 3 percent from last year. The brand has been maintaining its rank since the inception of the study in 2001. IBM, Microsoft, General Electric and Nokia followed Coke.

Top Brands

1. Coca-Cola $68.7 billion
2. IBM $60.2 billion
3. Microsoft $56.6 billion
4. GE $47.8 billion
5. Nokia $34.9 billion
6. McDonald’s $32.3 billion
7. Google $32.0 billion
8. Toyota $31.3 billion
9. Intel $30.6 billion
10. Disney $28.5 billion

The overall value of the world’s Top 100 marks witnessed a decrease, according to the study. The world’s foremost brands in value are now worth $1.15 trillion, down by $55.5 billion, a decrease of more than 4 percent.

The study also highlighted the effect of recession on the financial sector as HSBC, Citi Group fell in their rankings, while Merill Lynch, American International Group and ING dropped off the rankings.

Google, Amazon and Spain’s Zara remained amongst the biggest gainers in brand equity in 2009.