Beverage major The Coca-Cola Company has launched Sprite Lemon Mint, the first flavour innovation for Sprite in India, as the company looks to tap into rising consumer demand for cooling summer beverages inspired by familiar local tastes. The limited-edition drink combines Sprite’s signature lemon-lime flavour with mint notes, a combination the company said reflects the common Indian habit of adding mint to chilled summer drinks for extra refreshment. The launch is backed by a new advertising campaign conceptualised by WPP’s StudioX and features actor-comedian Sunil Grover promoting the brand’s “Thand Rakh” message of staying calm in stressful moments.
Sumeli Chatterjee, Category Head, Sparkling Flavours at Coca-Cola India and Southwest Asia, said the product was inspired by consumers already experimenting with mint and Sprite combinations. Ranadeep Dasgupta of VML & StudioX WPP Group said the campaign was designed around India’s intense summer conditions and the need for instant refreshment. The campaign will run through a 360-degree marketing strategy including social media promotions, in-store branding and retail activations across select markets where the product will be available for a limited period.
In Kolkata, beverage retailers and distributors expect strong consumer response to Sprite Lemon Mint as demand for flavoured summer drinks typically rises during the city’s humid weather conditions. Industry observers say the mint-based variant could appeal strongly to younger consumers seeking familiar yet innovative refreshment options during the peak summer season.