Promising zero calories, Sprite Zero is the first non-cola diet drink in the market and is available in a 600ml bottle priced at Rs 20 (about US 45 cents) and also as a 200 ml option at Rs 10. Launches are on the cards for Kolkata and Hyderabad as Sprite looks to increase its 11 per cent share of the US$1.5 billion carbonated soft drinks market. Sprite Zero will be marketed through road shows offering sampling, web-based promotions and mobile text message contests. Consumers who have a zero in their personal details such as car number plates and birth dates will be rewarded, as part of Sprite's strategy to own properties featuring a zero. Consumers will win prizes that fit in with the no-calories fitness pitch, including health club memberships.
Sprite eyes India share expansion with Zero variant
Coca-Cola India has launched a diet variant of Sprite in the Indian capital with a strategy to own properties that feature a zero.