Coca-Cola has been running paid sampling exercises offering Coke Zero at a promotional price with its retail partners, such as Subway and Reliance Retail.
Coca-Cola India is planning to use social media platforms for its Coke Zero brand, according to a report published by Business Line.
Earlier the brand has used e-commerce platform Amazon for Coke Zero’s debut in the country.
The company has launched a long-format film starring actor Farhan Akhtar as a brand ambassador on YouTube.
It was complemented by a short 15 second TV commercial that was released on Saturday, 1st November.
“The target audience for Coke Zero are young global Indians who are on the go with technology at their fingertips. Hence, the strategy is to build a communication that is most accessible to this section”, said, Debabrata Mukherjee, Vice-President, Marketing and Commercial, Coca-Cola India.
Earlier, the brand has leveraged on Thumbs Up’s brand ambassador Salman Khan’s social media presence across Facebook and Twitter to promote the brand.
Coca-Cola launched Coke Zero, available in across 100 towns in September. It has also been running paid sampling exercises offering Coke Zero at a promotional price with its retail partners, such as Subway and Reliance Retail.