Coca-Cola launches new raspberry flavour
Coca-Cola has launched a new limited edition raspberry flavour for summer.
The announcement:
Coca-Cola launches new limited edition raspberry flavour for Australian summer
Australia, Tuesday 28 November 2017: Coca-Cola Australia has today announced the launch of Coca-Cola Raspberry, a new flavour which will be available for a limited time during the summer months. The summer time offering has a refreshing Coca-Cola taste with a delicious splash of raspberry flavour. The launch headlines the brand’s major summer campaign which kicks off next month.
Targeting the young adult and teen market, the fun and refreshing new flavour comes to Australia one month after its launch in New Zealand, and follows the standout success of the brand’s recent limited edition flavours in Australia including Coca-Cola Plus Coffee No Sugar and Coca-Cola Ginger.
Coca-Cola Raspberry has 25% less sugar than Classic Coke, in keeping with the company’s commitment to reducing sugar across its product range.
Marketing activity focuses on the classic Australian summer, driven by social media activity, influencer engagement, targeted premium retail out-of-home, PR and POS. Influencers including Josh Heuston, Brianne Worth and Cyrus Vill attended a pop-up summer fun studio where they were able to create customised content to promote the launch and further drive trial amongst teens.
Lisa Winn, Marketing Director at Coca-Cola Australia said: “The launch of Coca-Cola Raspberry is another testament to our commitment to innovation and forms part of our strategy to provide consumers with more exciting, lower sugar, great-tasting choices.
“We’ve seen how much Australians have been enjoying our other limited edition flavours, so introducing raspberry seemed like the perfect fit for the Australian summer. We’re confident the new product will complement our existing range well and give Australians a fun, new, refreshing option this summer.”
Coca-Cola Raspberry will be available in all major and independent retailers and across the country in a range of different pack formats and sizes including 200ml mini can and 330ml glass.
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