Atom 2nd mainstream cola brand from Pepsi

Mass marketing from next week; target is young adults in towns

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PepsiCo , the beverages and snacks major, on Thursday launched its second mainstream cola brand, exclusively created for the Indian market, after 24 years of operations in the world’s second largest population.

“Pepsi Atom is the second mainstream cola from the PepsiCo India portfolio, after the company’s iconic flagship brand, Pepsi,” the company said on Thursday.

Positioned as a ‘stronger, fizzier cola with a sharp taste hit’, Pepsi Atom will essentially compete with Coca-Cola’s second mainstream brand, Thums Up, also considered a strong cola drink.

PepsiCo plans to leverage the ongoing Indian Premier League (IPL) cricket tournament to give the highest possible visibility to Pepsi Atom, both in stadia and on television. This will be followed by a massive sampling and engagement exercise across the country. The campaign will go on air on May 1.

“Created for the Indian market, in collaboration with PepsiCo’s global innovation team, it is a result of extensive flavour development and consumer testing in the country. This would give more choices to the consumers. This is expected to be a strong growth driver for us. The young population who are looking for multiple experiences are the target segment, initially,” said Homi Battiwalla, category director — colas, hydration and mango-based beverages at PepsiCo India.

The introductory price of the Pepsi Atom, which comes in a black and blue packaging, is Rs 10 for a 200 ml returnable glass bottle in select markets, Rs 15 for a 250 ml can and Rs 25 for a 500 ml PET bottle.

However, this is not the first time the company is trying to extend the cola offering in India. In August 2010, it had launched Pepsi MAX, a zero-calorie carbonated drink. It had to discontinue this product after a few months, as it failed to excite consumers. MAX has been a top seller in Europe and was launched in India for targeting the age group that drinks Thums Up, the positioning being young adults looking for a “macho” product, according to experts.

“It is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer. India-centric innovation is a key growth driver for our business. It is our biggest launch in recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment,” said Gautham Mukkavilli, chief executive officer, beverages, PepsiCo India.

The latest cola from PepsiCo will be pushed in the market with a campaign tagline of ‘Piyo Josh Mein Jiyo Hosh Mein’, targeting young adults across big and small towns. To endorse the brand, PepsiCo has got Bollywood actor Sushant Singh Rajput.

“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. From robust distribution to large-scale sampling, high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans. We are confident that consumers will not only like the taste of Pepsi Atom but will also be able to relate to the brand,” said Deepika Warrier, vice-president (beverage marketing), PepsiCo India.

As part of its campaign, the company has decided to stay away from the traditional way of showing “unrealistic and exaggerated portrayal of male characters in advertising and movies”.

“The brand’s positioning redefines masculinity and portrays the modern Indian man in a new light — someone who has the strength of mind as well as body. The soon-to-be-launched communication campaign for Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action,” PepsiCo said.

Pepsi’s other beverage brands are Diet Pepsi, 7UP, Nimbooz, Mirinda, Mountain Dew, a fruit-based beverage called Tropicana, Slice, a drinking water brand, Aquafina and a sports drink, Gatorade. PepsiCo’s local beverage brands in India are Lehar Evervess Soda, Dukes Lemonade and Mangola.