"Non-traditional media which accounted for around 2 per cent of our promotional budget in 2004-05 has gone up to 12 per cent in 2007-08 and we would like to continue with this in the near future also," CocaCola India Vice-President, Marketing, Venkatesh Kini told reporters while announcing the national launch of its innovative 1.25 litre fridge pack.
CocaCola has launched the fridge pack in central and western India market in March this year and in a span of around two months the company has sold around five million bottles in the segment.
By seeing the success of the programme, it has now decided to launch it nationally, the company said. As a part of the initiative to connect with the consumers the company wants its presence felt around all travel channels including highways, dhabas (fast-food joints) and on the back of trucks, in fact it has signed an agreement with the Truck Owners Welfare Society in this regard, Kinni said.
Although he refused to give details about the company's plan in near future but said, "This would be an ongoing initiative of the firm which could extend to different forms of new media, other than print and TV".
