PepsiCo India strengthened its hydration portfolio with the national launch of its new Hydrotonic drink 7Up Revive. It is a drink with vitamins and electrolytes that help consumers rehydrate and refresh after being out
and about or active.
The drink also contains Vitamins B3, B6
and B12, which are known to play an essential role in energy metabolism,
and electrolytes such as Sodium and Potassium needed to replenish some
mineral salts that the body loses when sweating.
Commenting on the launch, Vipul Prakash,
Vice President, Beverage Category, PepsiCo India said, “Hydration is a
critical portfolio for PepsiCo, with 7Up Revive one of our first
innovations in this space. 7Up Revive is a relevant and perfect solution
to the warm and largely humid Indian climatic conditions, and is a
product that aims to address an existing need-gap in the market. We
first introduced 7Up Revive in Tamil Nadu and Kerala last year and the
product has seen huge consumer traction, including strong consumer
trials and very encouraging repeats. We are excited to now make India’s
first-ever Hydrotonic drink available nationally in our priority
markets.”
7Up Revive will be available in 10
priority markets: Andhra Pradesh, Telangana, Goa, Delhi, NCR,
Maharashtra, Gujarat, Karnataka and West Bengal, along with Tamil Nadu
and Kerala where the product was introduced last year with a rousing
consumer response.
The introduction of 7Up Revive in the
new states will be accompanied with a new thematic TVC which talks about
the product proposition. The launch will be supported by strong on-air
and outdoor campaigns along with extensive consumer sampling.
