How is Vio milk drink marketed and advertised?
Vio is a flavored milk drink from Coca-Cola India. It was piloted in January 2016 in 500 Reliance Retail stores, then promoted with a TV, digital, print, radio and outdoor campaign called Run with it, built around energy from milk protein and no preservatives. We could not verify how it is sold now.
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In this article
What is Vio?
Vio is a ready-to-drink flavored milk from Coca-Cola India. Coca-Cola said it was developed for the Indian palate at its R&D center in Gurgaon, with input from centers in Atlanta and Shanghai. The launch flavors reported were Kesar Treat (saffron) and Almond Delight (pistachio and almond), in a 200 ml aseptic pack.
How was Vio launched?
Trade press reported that Vio was piloted in January 2016, exclusively in 500 Reliance Retail outlets as part of a Republic Day promotion, with sampling for Reliance loyalty members. Coca-Cola said a digital and print campaign would follow to build brand recall. The pack was reported at Rs 25.
What was the Vio advertising campaign?
A later campaign, reported in July 2016, was called Run with it. The film shows a young man sipping Vio on an athletics track and passing it on like a baton to other versions of himself, through a classroom, a basketball court and a cycling group. It ends with the line Real Milk. Real Protein. The reported media mix was TV, digital, print, radio, social and outdoor, with TV starting in Andhra Pradesh and Telangana.
How is Vio positioned?
- Audience: on-the-go consumers; the film features a young man.
- Message: energy from the protein in milk, and no preservatives.
- Occasion: drinking outside the home, not only at breakfast or bedtime.
- Channel: modern retail first, then wider distribution (a later report mentions 30 cities and online).
What can we not confirm?
These reports are from 2016. We did not find current information on whether Vio is still sold in India, what its present range is, or its current advertising, and we could not confirm claims about influencers, other countries or health effects. Check the pack label for ingredients and nutrition, and do not treat advertising claims such as energy from protein as medical advice.
How to read flavored milk marketing
- Look at the nutrition panel for sugar per 200 ml.
- Compare protein per pack across brands.
- Treat words like energy or vibrancy as marketing.
People also ask
Who makes Vio milk drink?
Vio was launched as a flavored milk by Coca-Cola India, developed with its bottling partner Hindustan Coca-Cola Beverages, according to trade press.
What was the Vio advertising slogan?
The 2016 campaign used the theme Run with it and closed with Real Milk. Real Protein.
Is Vio still sold?
We could not confirm current availability. Check a local retailer or the company site.
Sources
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