“We are excited to unveil Coca-Cola Ginger first here in Australia,” said Marina Rocha, Coca-Cola South Pacific Group marketing manager said.”This summer our focus is on helping Aussies make those special moments even more enjoyable and the launch of [the new flavour] is the first step towards this goal.”
The launch spearheaded phase one of the brand’s multi-million dollar summer campaign. Targeting young adults, Coca-Cola Ginger is set to disrupt the market and drive taste reappraisal across the entire Coke range — building brand awareness and elevating purchase consideration.
“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,” said Rocha on the new Coke product.
The launch of Coca-Cola Ginger comes as a result of Coca-Cola recognising a significant commercial opportunity for ginger flavoured carbonated soft drinks with consumer research revealing that the market share in Australia is worth $80 million and is continuing to grow. There is also a high level of crossover between cola and ginger shoppers, with almost 70 per cent of ginger beer and ale shoppers also purchasing a cola product.
The packaging for Coca-Cola Ginger will be distinct, with premium gold used throughout the labels and bottle caps to highlight the exclusivity of the product as well as differentiate it from the core Coke TM range.
Limited edition packs will be available in Coles, Woolworths, independent retailers and petrol and convenience stores in a variety of pack sizes from late October through Summer 2016/17.