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Coca-Cola launches ltd-edition raspberry flavour for Australian summer
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Tuesday, 12 December, 2017, 08 : 00 AM [IST]
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Coca-Cola Australia launched Coca-Cola Raspberry, a new flavour which will be available for a limited time during the summer months. The summer offering has a refreshing taste with a delicious splash of raspberry flavour. The launch headlined the cola brand’s major summer campaign, which kicked off recently.
Targeting the young adult and teen market, the new flavour was launched in Australia a month after its launch in New Zealand, and followed 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 per cent less sugar than Classic Coke, in keeping with the company’s commitment to reducing sugar across its product range.
Marketing activity focused on the classic Australian summer, driven by social media activity, influencer engagement, targeted premium retail out-of-home, public relations (PR) and point-of-sale (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 trials amongst teens.
Lisa Winn, marketing director, 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 are confident the new product will complement our existing range well, and give Australians a fun, new, refreshing option this summer,” she added.
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-cans and 330ml glasses.
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