Coca-Cola Enterprises is gearing up to grow soft drink sales with the launch of Coca-Cola Life – its biggest innovation since Coke Zero in 2008.
Target market: 35-55 year olds
Coca-Cola Life will offer consumers a lower calorie product, sweetened by natural sources. The new brand, which contains stevia and has 89 calories per 300ml serving compared to Coca-Cola’s 139 calories, will target 35-55 year olds. The launch taps into the trend for products containing natural ingredients and has already proved a success in Argentina and Chile where it joined the soft drinks market two years ago.
Available from September, it will come in 330ml, 500ml and 1.75l formats as well as six- and eight-can multipacks. Price-marked packs in line with the Coke portfolio’s current pricing will also be available to the independent sector on 330ml and 500ml formats.
Following its arrival on shelves at the start of autumn, Coca-Cola Life will be backed by a huge marketing campaign, including print, outdoor and digital advertising, as well as social media and sampling activity.
Nick Canney, CCE VP sales and marketing, said the new line had been five years in the making and is part of the company’s response to the publicity around levels of sugar in soft drinks. “Coca-Cola Life has a unique role to play,” he said. Incrementality is our goal and we think this creates a big opportunity for incrementality. We are evolving a very successful brand into the modern era.”