Vanilla Coke launched in April 2004. It was the First flavor extension in India by Coke
Use of a brand new celebrity – Vivek Oberoi in retro Retro-Bollywood theme
With a Tag line “Ice Creamy Thanda” tried the Launch of a remix album with 1970s songs and music. Target Group: Urban teens and young adults in the age group of 12-29 years in the high and middle-income group. The brand was priced at a premium over the ordinary coke. This may have discouraged the TG from checking out the brand.