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Coca-Cola brings Thums Up Charged to celebrate 55yrs in Bangladesh

Star Business Desk
The Coca-Cola Company yesterday launched Thums Up Charged, a stronger variant of its flagship brand Thums Up, as part of efforts to celebrate 55 years of operation of the global leading beverage maker in Bangladesh.
The 250ml PET bottle of Thums Up Charged is first being rolled out in the key cities of Bangladesh at a price ofTk 25 and will soon be available all over the country.
"By bringing this intensely vigorous tasting beverage to Bangladesh, the Coca-Cola Company is defining a new era in the category of beverage market in the country," the company said in a statement yesterday.
"The launch is a part of the company's strategy to expand the brand and bring more variety of consumers into the Coca-Cola family. ”
T Krishnakumar, president of Coca-Cola India and South West Asia; Ishteyaque Amjad, vice president for public affairs and communications, and Vijay Parasuraman, vice president for marketing, attended the launch
programme at Radisson Blu Dhaka Water Garden.
Shadab Khan, managing director of Coca-Cola Bangladesh; Tapas Kumar Mondal, managing director of International Beverages Private Ltd, and ASM Mohiuddin Monem, deputy managing director of Abdul Monem Ltd, were also present.
"It is indeed a remarkable moment for us, as Coca-Cola celebrates 55 glorious years in Bangladesh," Krishnakumar said.
"Coca-Cola across the globe is accelerating forward towards becoming a total beverage company by broadening its product portfolio and entering new product categories," he said.
This strategy of growing the portfolio while leveraging the strength of the core brands as its foundation will play a key role in accelerating growth going forward, he said.
"The transformed strategy is grounded in giving the consumer, more beverage choices and packages they want, for the occasions they want."
"In Bangladesh we have identified a potential space for the Bangladesh youth - the need for recharge. The
launch of Thums Up Charged addresses this with its unique strong taste, fizz and ingredients that will help 'chargingyou up."
"Thums Up believes in a unique expression of masculinity that challenges us to believe that 'heroism is a choice'," Shadab Khan said.
"By personifying this, the brand has become a metaphor for uncompromising attitude or the "hok tolpar spirit," which inspires each one of us to unleash our potential and fulfil our own destiny.”
"This belief is crucial to Thums Up as it enables the brand to inspire millions of Bangladeshis and make them look up to Thums Up as an icon of masculinity,” Khan said.
Coca-Cola Bangladesh has planned year-round celebrations on successful completion of 55 years in the country and strengthening its operations and distribution.
The company will be rolling out a series of initiatives, including consumer-led engagement campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.