Charged, the energy drink from Coca Cola India, has unveiled a dynamic new brand identity, introducing a bold mascot to energise its image  the Wolf. Created by the agency BRANDED, the Wolf has been designed to embody physical agility and mental alertness, aligning with the product’s core proposition of delivering both body and mind energy.

The Wolf made its debut alongside Aamir Khan’s Cave Man character in the latest season of the campaign titled "Mind Charged, Body Charged." With sharp features, high contrast colours, and a fierce persona, the mascot brings a new level of character and excitement to the Charged brand, aiming to resonate with consumers looking for sharpness, speed, and clarity in both thought and action.

Sumeli Chatterjee, category head for sparkling flavours at The Coca Cola Company in India and Southwest Asia, shared that the newly introduced packaging is bold, sharp, and unstoppable  reflecting the character and energy of the drink itself. The rebranding comes as a strategic move to stand out in a space filled with adrenaline driven communication.

Ankur Rander, founder and CEO at BRANDED, explained the intent behind the mascot. He said the Wolf is not just a mascot but a mindset  one that instantly captures the brand’s essence in a high energy, attitude driven market. It is designed to leave a lasting impression and connect deeply with youth and fitness focused consumers.With this refreshed identity, Coca Cola aims to carve out a unique space for Charged in the growing energy drink segment while reinforcing its core message of readiness, agility, and power.

 

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