PepsiCo banks on nostalgia for Duke's relaunch

The creative agency for Duke's is Delta Leonis. The beverages will be launched in a retro avatar in Mumbai

BestMediaInfo Bureau | Mumbai | October 19, 2011

PepsiCo India is all set to bring back the Duke's range of beverages to Mumbaikars. The creative agency for Duke's is Mumbai-based Delta Leonis. PepsiCo is relaunching the range in a retro avatar to offer a piece of nostalgia to both new and older fans.

Duke's will now be available in four flavours – Raspberry, Masala Soda, Gingerade and Ice-cream Soda – in 200ml retro style returnable glass bottles for Rs 10 and 500 ml PET bottles for Rs 25.

Being a 100-year-old brand from the city, the new Duke's range represents Mumbai's spirit, which is a strong mix of tradition and modernity. It celebrates the heritage of Mumbai and echoes the same values of energy, strength and effervescence.

Speaking about the launch, Deepika Warrier, Director Marketing - Beverages, PepsiCo India, said, “Duke's much-celebrated flavours were once part of every Mumbaikar's life and we are extremely pleased to bring them back this festive season. With the addition of this new range of refreshing beverages to our portfolio, we look forward to further address pockets of opportunity and strengthen our regional presence. Backed by our robust distribution setup, easy accessibility at the right price and smart below the line support, we are confident that Duke's will be back as a household name in Mumbai.”

Sanjay Mishra, Executive Director - West Market Unit, PepsiCo, commented, “We are delighted to bring back Mumbai's very own iconic brand, Duke's, in its new avatar. The brand has a strong base of loyalists in Mumbai. We are confident that these will not only take them down memory lane but also appeal to consumers who are new to the Duke's taste.”

Mishra added, “The launch of Duke's will be supported by smart BTL activation that includes consumer sampling; creative product display and POS branding with the 'Flavours are back' theme and branding on PepsiCo trucks in Mumbai. A digital campaign around the launch will be activated soon.”

Duke's Masala Soda flavour will add an Indian twist to the carbonated drinks category. The unique Raspberry, Ice Cream Soda and Ginger flavours will offer a differentiated refreshment experience to consumers. Duke's Raspberry is already available in the Mumbai market and other flavours will be available in the next few weeks.

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