Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A03. Launch of Product/Service

Campaign Name : Thums Up XForce – All Thunder. No Sugar

Brand Name : Thums Up X force

Agency Name : Essence Mediacom

Results

Thums Up XForce – India’s First Tech-Style Beverage Drop To celebrate Thums Up’s 50th anniversary, we reimagined how beverages launch in India by unveiling Thums Up XForce Zero Sugar through a disruptive, category-first pre-booking model—mirroring tech and sneaker drops. Instead of a retail-first rollout, we partnered exclusively with Zepto to create India’s first-ever pre-book a cola experience, complete with a custom landing page, homepage takeover and full-funnel commerce integration. The campaign began with a bold Instagram archive wipe, signaling a brand reset and triggering massive curiosity among Gen Z and millennials. High-intensity Reels, a cinematic launch film, and hyper-relevant creators (skateboarders, MMA fighters, BMX riders) built cultural relevance and buzz. Precision targeting across Instagram, Meta CPAS, YouTube, OTT and CRM channels ensured the campaign reached digitally native, health-conscious young consumers in Zepto-enabled cities. The message “All Thunder. No Sugar.” addressed zero-sugar taste scepticism head-on, reinforcing Thums Up’s iconic intensity while inviting a new, health-conscious audience into the franchise. The results were unprecedented: 120,000+ pre-bookings, 30 million+ units sold in two months, 81M Instagram reach, and a 63% surge in brand searches. Over 67% of pre-bookers were first-time Thums Up buyers, and 34% reordered within 30 days—a powerful indicator of repeat intent. Earned PR doubled expectations with ₹12 Cr+ value. XForce has become Coca-Cola India’s fastest-scaling launch ever and is now a global case study within the company. A bold, disruptive blueprint—now being replicated across categories and competitors. A launch that didn’t follow the category—it reinvented it.