Indulgent colourways and refresh packaging portray the rich immersive experience of real mango

New Delhi, March 2019: Keeping up with the changing times and staying true to its commitment of being a consumer-centric company, Coca-Cola India has revamped the look and feel of Maaza, one of the most loved and iconic mango beverages in India. The brand Maaza is 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 colourways 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.

You can view the new TVC

About Coca-Cola India

Coca-Cola India is one of the leading total beverage companies in the country, offering a range of healthy, safe, high quality, and refreshing beverages to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its ‘Beverages for Life’ portfolio, spanning across sparkling, juices, hydration, water, dairy and other segments. Its portfolio includes brands such as Coca-Cola, Coke Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO, Minute Maid juices, smoothie and Vitingo, Georgia tea and coffee, Rimzim, Aquarius and Aquarius Glucocharge, Schweppes, smartwater, Kinley, Bonaqua, Zico, Rani and Barbican. The Company along with its owned bottling operation and bottling partners, through a strong network of over 2.6 million retail outlets, touches lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are amongst the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages. 

The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. Through initiatives like Support My School, VEER, Parivartan, Unnati, Alag Karo, SMS Mission Recycling, and water replenishment structures, Coca-Cola India is contributing in its own small way to building sustainable communities. The company is also investing in ‘Fruit Circular Economy' initiative, enabling Indian farmers to increase their yield, source pulp and launch fruit-based products. 

For further information on the company's India operations and its products, please visit: www.coca-colaindia.com and www.hindustancoca-cola.com. Follow us on Twitter, Instagram, Facebook and LinkedIn.

About Taxi Studio

We’re Taxi Studio, a proudly independent Brand Design Agency with a fervent belief that Courage and Collaboration deliver true success. We call this Fearless Creativity. And it drives everything we do.

Fearless Creativity
True success happens when you create work that’s original, true to the brand it comes from and surpasses its commercial objectives. It’s not easy. And it takes both guts and insight, which is why courage and collaboration mean so much to us.

Courage  
In a cluttered and hyper-competitive world, brands need to be brave to survive and flourish. So that means doing something radical just because it’s different? No. But it does mean never settling for ‘ordinary’, and never being afraid to challenge ourselves as well as our clients to ensure that ‘normal’ never happens. In our experience, it’s the only way to make the unimaginable obtainable for brands.

Collaboration  
Our goal is to find the best way to bring your brand to life. So to achieve something truly special, our approach is to take every step of that journey together. We’re driven by what’s right for your brand. And our ideas emerge from a rigorous understanding of what makes your brand unique.

Success

We’re all about uplift at Taxi, and there’s nothing more uplifting than seeing targets trounced knowing you had fun along the way. The bottom line is we’re in business to give our clients the edge over their competitors. And we’ve proved time and again that the most effective means of achieving that is through fearless creativity. Or, as the SAS rather more succinctly put it: Who dares, wins.