Coke aims for ‘lapsed’ drinkers with new Ginger flavour for Aussie summer campaign
Coke is launching a limited edition ginger flavour in Australia as part of its summer campaign aimed at attracting “lapsed Coca-Cola drinkers”, in the first phase of a multimillion dollar summer campaign.
The company hopes to attract ‘young adults’ back to the brand many have ditched among health concerns, claiming the product will “disrupt the market and drive taste reappraisal across the entire Coke range”.
Coca-Cola South Pacific will push the product through its owned channels as well as using influencers on social media and experiential elements.
Marina Rocha, Coca-Cola South Pacific group marketing manager, said: “We are excited to unveil Coca-Cola Ginger first here in Australia. This Summer our focus is on helping Aussies make those special moments even more enjoyable and the launch of Coca-Cola Ginger is the first step towards this goal.
“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.”
Coke’s summer campaigns are some of the most eagerly watched in the local industry, with recent years seeing the now global Share a Coke and Colour Your Summer elements rolled out from the brand.
According to the release: “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 range.”
How lucky can we be…….obesity and diabetes now in ginger flavour!
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So research suggest Aussies are drinking less because of health concerns… Adding ginger fixes that somehow and will get all us health conscious people back on the red cans?
You’re having a laugh!
It’s poison! You will sell this crap to the same people, who for some reason will think this is a healthy alternative to cola.
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Is it fresh ginger? I prefer fresh.
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I thought they mean hair colour- ranga-ade.
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Lapsed? That makes it sound like they’ve strayed from the true fizzy religion…
Perhaps these people have actively chosen not to drink something that is bad for their health.
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This is a very fine idea, but not as intended. I believe It will quickly create a mixer but needs either a name like “ginjacola” or a break away to sustain it in the market. There is a risk involved in trying to claw back, or reclaim customers, without addressing the reasons for losing them in the first place. Sugar and artificial sweeteners are perceived villains, ginger is a kick ass flavour, but it also exists in its own right with an attachment to the same villains.
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