The Coca-Cola Company has announced it will launch its first new trademark Coca-Cola flavour in the US in more than a decade, just weeks after expanding its Diet Coke portfolio.
Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar will be available as of 25 February.
The company had considered three other flavours – raspberry, lemon and ginger – but the combination of orange and vanilla emerged as the favourite among focus groups. Last year, Coke Orange No Sugar launched in Australia and Coke Orange Vanilla was made available in Canada.
“We wanted to bring back positive memories of carefree summer days,” said Coca-Cola brand director Kate Carpenter. “That’s why we leaned into the orange-vanilla flavour combination – which is reminiscent of the creamy orange popsicles we grew up loving, but in a classically Coke way.”
The Coca-Cola North America innovation team developed the new variant in less than a year – from concept, to testing, to launch.
The company said the launch is an example of it listening to what consumers want and offering an array choices that satisfy a variety of changing tastes and lifestyles.
A full marketing campaign will support the launch across TV, social, digital, outdoor, mobile, radio and experiential.
“Our brief for the campaign was to have fun with flavours,” Carpenter said. “We think this work brings to life the Coca-Cola personality in a playful, unexpected way.”
Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar will be available in 12oz cans and 20oz PET bottles. Promotional 12oz sleek cans of Orange Vanilla Coke, Orange Vanilla Coke Zero Sugar, Cherry Coke and Cherry Coke Zero Sugar will be available for a limited time.
Meanwhile, name changes have been applied to Coca-Cola Cherry Zero (now Coca-Cola Cherry Zero Sugar), Coca-Cola Vanilla Zero (now Coca-Cola Vanilla Zero Sugar) and Caffeine-Free Coke Zero (now Caffeine-Free Coke Zero Sugar) to be consistent with the Coke Zero Sugar branding. All Coca-Cola flavours in the US now share a similar packaging design to promote the full range of options.
© FoodBev Media Ltd 2019
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