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.”


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