Coca-Cola has unveiled a limited edition flavour in a bid to enter the $80 million ginger flavoured carbonated soft drink market.
The new offering gives consumers a refreshing twist on the Classic coke taste, aiming at attracting occasional and lapsed Coca-Cola drinkers.
The brand says its targeting young adults as it aims to "disrupt the market" and drive “taste reappraisal” across all Coke products.
The release of the ginger flavoured Coca-Cola drink spearheads phase one of the brand’s multimillion-dollar summer campaign. It will utilise social and influencer channels as well as experiential marketing to reach its target demographic.
Marina Rocha, Coca-Cola south pacific group marketing manager says: "We are excited to unveil Coca-Cola Ginger first here in Australia. This summer our focus is on helping Aussies make those special moments even more enjoyable and the launch of Coca-Cola Ginger is the first step towards this goal.
"We are confident the new flavour will be perfect for our audience, with research revealing that ginger is particularly popular during the Summer months. Introducing Coca-Cola Ginger to market is the ideal way to spearhead our exciting and unexpected Summer campaign that we're confident will capture the imagination of Australia."
The packaging for Coca-Cola Ginger differs from its current range, with premium gold used throughout the labels and bottle caps to highlight the exclusivity of the product.
Limited edition packs will be available in Coles, Woolworths, independent retailers and petrol and convenience stores.
Australia is a hotbet for big brand experiments and its not the first time Coke has tested products in this market, launching flavoured sparkling water earlier this year.
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