Cascade Unveils New Sparkling Range In Major Brand Refresh
Coca-Cola South Pacific has today announced an expansion of its Cascade range aimed at delivering quality, non-alcoholic options to the emerging adult sparkling beverage category.
The introduction of new flavours – Raspberry, Mint & Ginger, Spiced Pear & Bitters, Spicy Ginger Beer as well as reformulated Ginger Beer and Tonic Water – form part of Coca-Cola’s strategy to drive consumer engagement with sparkling beverages.
The launch of the new Cascade range is in response to consistent growth in adult sparkling tastes with research showing that seven in 10 households have now purchased these types of drinks in the last 12 months (source: Nielsen Homescan MAT 5/9/16).
Backed by a million dollar integrated marketing campaign, the ‘new’ Cascade will be positioned as the premium adult sparkling brand. Primarily targeting consumers 30 years and over, the new flavours reflect a distinctively sharper taste to suit adults.
Celebrity chef Luke Mangan has been brought on board for the launch, supported by a partnership with Fairfax’s Good Food to build awareness of the new Cascade range and drive trial among Australian consumers. The message will be further spread through a focused digital campaign.
Brand Manager Bridget Slipper said: “Cascade‘s new range delivers refreshing flavours that are designed for adult taste buds. The launch was timed to coincide with the entertaining season and to bring adults a wider range of refined, sophisticated flavours to enjoy either straight or as an addition to their favourite spirits.”
Complementing the new flavours is a packaging refresh, designed to reflect Cascade‘s sophisticated adult positioning. The new Cascade is available in a range of sizes including 330ml glass in selected restaurants, bars and cafes, 4x300ml glass and 4x200ml can multipacks in major grocery customers, and 850mL PET in selected bottle shops.
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