Coke To Launch “No Sugar” After Consumers Didn’t Know Its Drinks Had No Sugar

Coke To Launch “No Sugar” After Consumers Didn’t Know Its Drinks Had No Sugar
SHARE
THIS



Coca-Cola is set to go back to the old marketing 101 with “it does what it says on the can”  with the launch of new Coke No Sugar. as it attempts to turnaround its flagging soft drink sales.

The beverage manufacturer already has two no-sugar varieties on the market – Diet and Zero, but apparently research has found only 50 per cent of consumers were aware of the fact.

So to make things abundantly clear, it’s getting rid of confusing names like Zero and just telling it like it is.

News of the launch, due on Aussie shelves, next week follows on from Coke Life disappearing off supermarket shelves in April after it proved an utter flop.

Coke Life, made with the natural sweetener stevia, clearly didn’t resonate with health conscious soft drink consumers despite its multi-million marketing campaign.

However, new Coke No Sugar looks set to claim the scalp of Coke Zero, which will reportedly be phased out.

The biggest problem Coke has had with its healthier, sugar-free alternatives is that it’s never been able to replicate the taste of the original, turning many drinkers off.

Normal, full-sugared up Coke in the red tin still accounts for almost three-quarters of all Coke sales in Australia.

“We think it’s the closest we have ever come to the classic taste of Coca-Cola,” Roberto Mercadé, the President of Coca-Cola in Australia said of new No Sugar.

To get people excited about its new offering, the company plans to hand out two million cans of the stuff, including at major sporting events and via downloadable vouchers through music app Shazam.

The launch of No Sugar Coke comes as sugar is portrayed as the new dietary villain and consumers turn off it en masse. The price of sugar has plummeted in recent times due to a lack of demand, while companies whose products are associated with it have been hammered on the stock market of late.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine