In a bid to expand its cola portfolio and take on its arch rival, PepsiCo India has launched a stronger and fizzer version of the cola called Pepsi Atom.
The beverage major said Pepsi Atom was its “biggest beverage innovation’’, created especially for the Indian market in collaboration with PepsiCo’s global innovation team.
Pepsi Atom is being positioned as its second mainstream cola after its flagship brand Pepsi. The company said it has done extensive flavour development and consumer testing in the Indian market for Pepsi Atom.
Hindi film Kai Po Che actor Sushant Singh Rajput has been roped in as the brand ambassador for Pepsi Atom.
Packaged in black and blue colours, Pepsi Atom will be offered in a 250-ml can at an introductory price of Rs 15 and a 500-ml PET bottle at Rs 25. Also, 200-ml returnable glass bottle will be available in select markets at Rs 10.
Key growth driver
In a statement, Gautham Mukkavilli, CEO, Beverages, PepsiCo India, said: “India-centric innovation or indovation is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest in the brand and make it a key player in the carbonated beverage segment.’’
Deepika Warrier, Vice-President, Beverage Marketing, PepsiCo India, said: “Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. Our positioning for Pepsi Atom, ‘Piyo Josh Mein, Jiyo Hosh Mein’ is also inspired by the evolving Indian consumer.’’
Distribution, trade promotion
She said the company would be doing a high visibility launch of the product at the Pepsi IPL and has aggressive distribution plans. It plans to spend significantly on distribution and trade promotion that will target young adults across big and small towns.
The company plans to conduct a sampling and engagement exercise for Pepsi Atom with over one million consumers across key centres. It said the new brand was in line with its commitment to the Indian consumer.