Coca-Cola India recently launched its globally successful premium energy drink brand ‘Burn’ in Mumbai. The premium energy drink with a potent energy formula is known to ignite and intensify experiences. The potency of Burn is further accentuated by its unique flame iconography, best explained by its tagline ‘Can you take the heat?’
“It gives me immense pleasure to announce the launch of our globally successful energy drink brand Burn in India. I am confident that Burn’s potent energy formula, will find a special appeal amongst the trendy and socially active young adults”, said Ricardo Fort, Vice President – Marketing, Coca-Cola India at the launch of Burn.
The energy drink is has been made available in a premium 250 ml slim can priced at Rs.75. Burn is targeted at the trendsetting, socially active and adventurous young adults who require energy to experience life to the fullest. As part of the phased roll-out, Burn will initially be made available in select premium channels and outlets in three key cities of Mumbai, Delhi & NCR and Bangalore.
Internationally, Burn is one of the most successful energy drink’s from The Coca-Cola Company, with strong presence in countries like Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, US, Australia, South Africa etc.
Burn was first introduced in Europe in the 90′s, over the years its presence has expanded to over 76 countries. Its launch in India is a testament of the evolution of the ready to drink packaged beverage industry in the country.
Burn, the premium beverage brand, targets a small, affluent and niche consuming audience. The consumer engagement initiative thus intends to leverage event sponsorships; experiential sampling and community based marketing approach. Burn will specifically target the night time social occasions which are the key consumption occasions for energy drinks. Providing the Burn experience to consumers would also involve activating select premium outlets with exclusive Burn merchandise, backed by special audio-video imagery, all designed to further ignite and intensify their experiences.