How Thums Up stole the cola thunder
A brilliant advertising campaign aside (Taste the Thunder), a stronger, fizzier and slightly spicier taste is probably the biggest reason for the success of Thums Up
Last week, Coca-Cola Co.’s Indian unit celebrated 40 years of its carbonated beverage brand Thums Up, which has annual sales of Rs5,000 crore. The company said it intended to increase it to $1 billion (Rs6,400 crore) in two years. The target is ambitious, with the brand growing at 5-6% a year for the last couple of years, according to numbers shared by a company executive, but not impossible to achieve as it is the largest cola brand in the Coca-Cola portfolio.