Coca-Cola, ITC, and Dabur are focussing on ethnic flavours this summer

Cola brands hope to drive recall and appeal for new labels

Time was when every summer, cola brands ramped up their ad budgets. New jingles, catchy punch lines and star campaigners sought consumer buy-in for the promise of carefree youthfulness packaged in a bottle. The narrative has changed sharply in the past few years; and this year, in keeping with rapidly shifting consumer tastes, the big beverage makers are promising health, ethnic flavours and low sugar fixes while getting more aggressive with fruit juices in their portfolio.

The summer of 2019 demonstrates a maturing of the juice category, say companies and marketers. Beverage brands initially flocked to the juice market as colas