Coca-Cola has announced plans to roll out the natural sugar ‘Life’ version of its best-selling soft drink in Australia and New Zealand in April next year.
Pitched as containing a third less sugar and a third fewer calories, and sweetened with natarul stevia extracts, the local roll out follows a launch earlier this year in the UK and Argentina and Chile in the year previous.
Coke Life is the first new Coca-Cola product launch in Australia and New Zealand since the arrival of Coke Zero in 2006.
Coca-Cola group marketing manager Dianne Everett avoided calls that the launch is designed to quell the decline in fizzy drinks sales and instead explained there are two reasons for the launch: “Firstly, it’s important for us to stay on consumer trend, in fact, to be ahead of that curve, but it also fits with our desire to be part of a positive social footprint,” she said.
Everett was unable to reveal the details of any accompanying campaign for the launch next year, simply conveying that there will be “a programme of experiences and communications.” Similarly, she would not be drawn on how much Coca-Cola is investing in the launch and whether TV will form a significant part of the marketing mix.
Coke Life has launched with green branding in other territories and again, the local firm could not confirm whether the same colouring will be adopted here although imagery supplied to AdNews shows it's likely. “It will still be an urban product reflecting the modernity of Coke, that will remain the same,” Everett said.
The drinks manufacturer will this summer break all of its own brand guidelines with the arrival of six limited edition coloured cans for the classic Coca-Cola drink. Its roll out will see one of the biggest marketing pushes ever seen in Australia, but won’t feature on TV.
For more on Coke's strategy to reconnect with the teen audience, pick up the next print edition of AdNews, out Friday 31 October.Subscribe in print here or read it now on the iPad.
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