Coca-Cola Life, a lower calorie, naturally sweetened product, will launch nationally early next month as Coca-Cola looks to try and turn its fortunes around in Australia by targeting health conscious consumers.
Coke Life is the first major brand from Coca-Cola in Australia to combine sugar and the natural sweetness of stevia, and has 35 per cent less sugar and kilojoules compared to regular Coca-Cola.
Last month, Coca-Cola Amatil, said new products, such as Coke Life, and a focus on smaller cans would help lift sagging sales in Australia, adding it wanted to cut its reliance on consumers who drink a lot of the group’s brands and attract a broader consumer base that may not often drink Coke.
“We’ll be successful if we’ve got more people enjoying a Coke – whether it’s a Zero, a Diet, a Life, a red Coke – every now and again, whatever works for them, and enjoying smaller pack sizes,” Coca-Cola Amatil MD, Alison Watkins, said.
The launch of Coke Life is backed by a multimillion dollar marketing campaign challenging consumers to “Let Life Surprise You”, which will run throughout April and May across multiple channels, including TVC, cinema, OOH, print, digital, PR, and sampling. A strong investment in transit will also play on the theme of surprise, with tailored messaging to urge commuters to “come along for the ride” or “take a detour” on their way home.
Lisa Winn, marketing director, Coca-Cola South Pacific, said Coca-Cola Life is an example of Coca-Cola keeping in step with consumer demands.
“We’re extremely excited to be offering Coca-Cola Life in Australia, a great addition to the Coca-Cola Life family. We’re confident that the new formulation is what consumers have been looking for. We’ve achieved the best possible taste of Coca-Cola Life, but with 35 per cent reduced sugar and kilojoules. Coca-Cola Life isn’t simply a new product from Coca-Cola Life – it’s another great choice for people who want a delicious Coca-Cola Life to fit their lifestyle. There is a Coca-Cola Life option for everyone,” Winn said.
Geoff Parker, CEO, Australian Beverages Council said, “The beverage industry is always looking to respond to Australian consumers and their needs. Coca-Cola Life is a great example of this – we know consumers are asking for more choice and particularly stevia sweetened beverages. Coke Life is an innovation that is expected to really excite the category and draw people into the soft drink category.”
Coca-Cola Life will be available in a 250ml can, 330ml glass bottle, 375ml can, 390ml PET bottle, 450ml PET bottle, 600ml PET bottle, 1L glass bottle, 1.25L PET bottle, 8x200ml cans, 4x330ml glass bottle, and 10x375ml cans.
