Coca-Cola India presents Maaza in

a new avatar
The brand is moving ahead in its journey to remain relevant to new
customers
ETBrandEquity  |  March 11, 2019, 14:00 IST

Bringing more freshness to its popular beverage, Coca-Cola India

has introduced Maaza in a new summer avatar. The company has
revamped the look and feel of Maaza. The brand is also moving
ahead in its journey towards becoming a billion-dollar brand and the
new look has been designed to keep it contemporary and relevant to
the new consumers.

Srideep Kesavan, Director – Juices at Coca-Cola India said, “Maaza

has always been the market leader and innovator since its launch in
1976. It is synonymous with mangoes in a bottle and its rich, smooth
and indulgent Alphonso mango taste makes it loved in every part of
India. The challenge was to have a packaging that makes it look as
desirable as the beverage inside. We collaborated with one of the
best design agencies in the world to tackle this challenge and bring
a stunning new look to life.”

Pam Partridge, Design Director at Taxi Studio, said, “During our trip
to India to meet the Coca-Cola team for the brief, we got a chance to
understand and experience the country’s cultural nuances and
varying points of sale for Coca-Cola India and its brands. Using the
market insights and learnings, we identified the fact that Maaza’s
intrinsic product credentials enabled a moment of ‘innocent
indulgence’ in consumer’s everyday busy lives. With the brief now in
place, we developed a range of design concepts for testing. The
most successful route emerged from research and a new future-
proof visual identity system was born.”

Indulgent colour ways have been introduced to portray the rich

immersive experience of real mango and evoke the look and feel of
an Indian sunset. The refreshed design allows for the brand to
proudly take ownership of Alphonso mangoes by denoting the
distinct mango shape through a clever blend of graphic mango
illustration and the mango juice itself – reinforcing the idea that
‘Maaza is mango’. The bottle’s mango juice drip and much-loved
mango leaves have been brought to life through a realistic
illustration style and the back of pack story-telling further secures
the brand’s new positioning of ‘innocent indulgence’.

The introduction of the premium Maaza Gold variant – a smoother,

thicker juice, differentiates the master-brand identity from the core
range. The Maaza Gold variant offers premium-ness and indulgence
in every sip which has been translated in its visual appeal too.
Maaza continues to demonstrate how the brand enables moments of
‘innocent indulgence’, in consumer’s everyday lives with a variety of
delicious serving suggestions to choose from on the back of pack.

The revamped Maaza bottles and tetra packs will be available in

markets from March 2019 making the brand more relevant and
strengthening its position as the most loved mango drink in India.
The campaign will be supported by a new advertisement in Hindi
and vernacular languages featuring Aditi Rao Hydari and Rakul Preet
Singh. The actresses are seen grooving to the track by A.R Rahman
while taking indulgent sips of Maaza from the revamped bottles.