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Get Ready To Take The Heat With Burn

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Announcement Corporate

Burn, the immensely successful energy drink brand sold in over 76 countries now in India

  • Burn is a globally successful, premium energy drink with a potent energy formula which ignites and intensify experiences – made available in a premium 250 ml slim can priced at Rs 75/-
  • Potency of Burn, further accentuated by its unique flame iconography and its tagline ‘Can you take the heat?’
  • Part of a phased launch, Burn to be initially be made available to consumers through selective premium channels and outlets in three key cities-Mumbai , Delhi / NCR & Bangalore 
  • Launch supported by an intensive below the line activation program involving large scale sampling and  presence in engaging touch points involving fashion, music, performing arts etc .
  • Burn energy drink has been one of the most successful energy drink from The Coca-Cola Company’s stable, with strong presence in several countries including Russia, Ukraine, France, Italy, Great Britain, Austria, Poland, US, Australia, South Africa etc.

Coca-Cola in India today announced the launch of its globally successful premium energy drink brand ‘Burn’. The premium energy drink with a potent energy formula is known to ignite and intensify experiences. Its key ingredients include Guarana, Taurine, Glucuronolactone, Caffeine, Inositol and Theobromine. The potency of Burn is further accentuated by its unique flame iconography, best explained by its tagline ‘Can you take the heat?’ 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 Delhi & NCR, Mumbai and Bangalore.

 

According to Ricardo Fort, Vice President, Marketing, Coca-Cola India said, “We are constantly evaluating and exploring the opportunities to expand and diversify our beverage portfolio. 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.”

Coca-Cola in India has immensely successful brands like Thums up, Sprite, Limca, Fanta, Coca-Cola, Kinley, Georgia Tea & Coffee, Maaza and Minute Maid. With the launch of Burn, the company is all set to further extend its portfolio in the energy drink segment. The launch of Burn is actively supported by an intensive below the line consumer engagement program involving large scale sampling and presence in innovative consumer touch points involving fashion, music, Bollywood etc. 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. It’s launch in India is a testament of the evolution of the ready to drink packaged beverage industry in the country. Part of a phased launch, Burn is first being made available to consumers through select premium channels and outlets in Mumbai, Delhi/NCR and Bangalore.

More About the Burn Experience…
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.

About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.

For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com

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First Published: Dec 01 2009 | 7:26 PM IST

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