Dukes Lemonade, Mumbai's favourite lemon drink, on Tuesday launched a series of consumer initiatives in the city to make it a summer of 'Takatak Taajgi.'
Dukes Lemonade is available in 200-ml and 300-ml Returnable Glass Bottles (RGB), 600-ml PET and 1.5 litre PET bottles, priced at Rs 5 and Rs 6 , Rs 15 and Rs 30, respectively.
As part of a series of innovative initiatives, Dukes Lemonade, the popular lemon drink from Pepsi's portfolio for markets in Mumbai and the suburbs, is being taken closer to consumers through a new campaign which includes a new tagline for the brand, massive on-ground visibility drive, interactive programmes on radio and sampling activities for consumers.
Praveen Someshwar, head of Pepsi's operations in western region, said: "Dukes Lemonade has been a popular lemon drink and has built up a loyal consumer base over the years. Our initiatives aim at creating fun and excitement amongst existing consumers."
Consumers can play a fun game 'Dukes Lemonade Wheel of Fortune' at designated points in the city, and win complementary Dukes Lemonade bottles, pouches, caps and pens.
The Dukes brand was acquired by Pepsi in 1995 and since then, Dukes products have been strong constituents of Pepsi's brand portfolio in Mumbai.
