The Minute Maid Colour drink has been launched by Coca-Cola India as a refreshment option for consumers in the Tamil Nadu area in response to flavor and taste preferences.
The drink features a rich grape flavor with a sparkling profile, which makes it a refreshingly crisp beverage to choose in favor of traditional juice options and soda drinks. The beverage will be marketed with a new advertising campaign starring Tamil movie star Keerthy Suresh as well as a significant push on social media alongside on-ground activations.
Speaking on the new Minute Maid Colour drink, Director of Juice at Coca-Cola India and South West Asia, Srideep Kesavan, who said, "Consumers in Tamil Nadu have a special love for grape flavoured beverages. Minute Maid Colour is a deliciously rich grape juice drink with a few bubbles thrown in for fun. The product was developed keeping in mind local affinity and preferences. We named it ‘Colour’ since the term has a strong emotional connect and nostalgia across generations."
Regionally Specific Sparkling Drinks
The Minute Maid Colour Drink is Made with Rich Grape Juice
Trend Themes
1. Regionally Specific Beverages - Brands can cater to local tastes and preferences, offering refreshing new options that reflect the unique cultural background of a region, promoting customer loyalty and engagement.
2. Flavorful Sparkling Options - Sparkling drinks with unique tastes and fresh combinations can be offered as a healthier, zero-calorie alternative to traditional juices and sodas, combining health benefits with delicious, fun flavors.
3. Celebrity Endorsements - Partnering with local celebrities and influencers can help brands build regional recognition and credibility, increasing their brand awareness and driving sales.
Industry Implications
1. Beverage Industry - Innovation in the beverage industry is evolving, creating opportunities for companies to offer healthier and tastier options for consumers.
2. Marketing Industry - With the rise of social media and influencer culture, the marketing industry can leverage this trend to create more effective and targeted campaigns that connect with regional audiences.
3. Hospitality Industry - Hotels and restaurants can incorporate regionally specific drinks into their menus, offering unique and fresh options that cater to local tastes and preferences, thus providing customers with a full regional experience.