Coca-Cola Bangladesh on Saturday launched a new beverage named ‘Thums Up Charged’ yesterday, to celebrate the global company’s 55 years in Bangladesh
Thums Up Charged is a stronger variant of the company's flagship brand "Thums Up", according to a press release.
The 250ml PET bottle of Thums Up Charged is first being rolled out in the key cities of Bangladesh at a price of Tk25 and will soon be available all over the country.
During a ceremony in Dhaka, Coca-Cola officials said consumers in Bangladesh will now be able to enjoy a 'Charged Up' beverage option, packed with intense vigor and strong taste.
The launch is a part of the company's strategy to expand the brand and bring a wider range of consumers into the Coca-Cola family. The brand's campaign "Hok Tolpar" rendered in a larger than life manner expects to resonate with the "go getter" attitude of Bangladeshi youths.
"In Bangladesh, we have identified a potential space for the youth - the need for recharge, and Thums Up Charged addresses this with its unique strong taste, fizz, and ingredients that will help charge you up," said Coca-Cola India and South West Asia President T Krishnakumar in the launching ceremony at a hotel.
"We believe this is a creation of a new category: mass recharge," he added.
Coca-Cola Bangladesh Managing Director Shadab Khan said: "Thums Up believes in a unique expression of masculinity that challenges us to believe that "heroism is a choice".
“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 fulfill our own destiny,” he said.