New Delhi: Coca-Cola India has announced the first-ever brand extension for its homegrown brand Limca into the hydrating sports drinks category with ‘Limca Sportz’. The brand, which has completed over 5 decades since its foundation in India, stands at #4 within Coca-Cola India’s sparkling portfolio. Limca holds a longstanding legacy in the country and is widely acclaimed for its unparalleled ability to instill a feeling of freshness in the minds and bodies of its consumers.
The brand’s new offering ‘Limca Sportz’ is a Glucose + Electrolyte-based beverage containing essential minerals for rapid fluid intake. The beverage is a NO FIZZ; water-based drink that helps in FASTER REHYDRATION in individuals involved in physical activity in the form of sports, exercise, and high intense chores. It has refreshing real lemon juice to add to the taste and palatability.
The innovation is in line with The Coca-Cola Company’s endeavor to provide a wide spectrum of beverage choices to consumers, with great taste as well as functional benefits.
With the launch of the new variant and Limca’s entrance into hydration-based sports beverages, the brand is bringing alive the #RukkMatt campaign via an advert featuring reigning Olympic javelin champion Neeraj Chopra. The campaign will revolve around a motivational theme, to encourage the audience to push their boundaries and ‘never say die’ attitude. The brand has adopted a holistic marketing approach to boost the new campaign, consisting of digital as well as mass-media broadcasting to maximize media reach across channels.
Announcing the launch of Limca Sportz, Karthik Subramanian, Director, Marketing, Hydration, Coffee and Tea Category, Coca-Cola India and Southwest Asia said, “Building on Limca’s ability to provide full-body rejuvenation so that consumers can be their most energetic, best selves in every situation, we are thrilled to announce our entrance into the sports hydration category with the launch of Limca Sportz. The beverage has been formulated through in-house innovation and extensive market testing.
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