Coca-Cola South Pacific has launched a limited-edition ginger flavour in Australia.
The new drink infuses Coca-Cola with a ginger flavour. Aimed at young adults, it is designed to drive interest among infrequent and expired Coca-Cola customers and will be available to Australians throughout the summer months.
First looks at the packaging for the new beverage show that Coca-Cola has opted for gold trim on its bottle label and a gold bottle cap, as it seeks to elevate the limited-edition product.
Its launch is built on the back of research that suggests the market for ginger-flavoured carbonates is worth AUD 80 million ($60 million) in Australia alone.
Coca-Cola South Pacific group marketing manager Marina Rocha 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.”
© FoodBev Media Ltd 2021
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