Blog: Coke Life threatens Coca-Cola's united front
Andy Morton | 19 January 2016
It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which ties all of the Coke family of brands together - have the desired effect?
One potential weak spot is Coca-Cola Life. While regular Coke and Diet Coke are some of the strongest brands in history, the green-livered, stevia-sweetened Coke Life was only launched in 2013, and has yet to have a full global roll-out. Since that launch, there has been talk that it hasn't performed as well as expected, and certainly not as well as Coca-Cola's other relative newcomer Coke Zero, which was launched in 2005.
At the weekend, IRI figures for Coke life sales in the UK - 16 months on from its rollout in the country - suggest that performance is weakening.
In November last year, according to IRI data seen by just-drinks, sales were GBP1.1m, less than half of sales for the same month the previous year (GBP2.6m). The figures also said that year-on-year sales were worse for every month in 2015, except for April and May.
If this trend is repeated in other markets, it will greatly worry Coca-Cola. The company is putting up a united front with its new marketing angle. Coke Life can't afford to let the side down.
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...
Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....
- How the can has a part to play in beer's future
- What do US wholesalers think of spirits trends?
- Experienced hands hold firm at CCEP - Analysis
- It isn't just men who like beer - Comment
- Why sports drinks fail to ride the Olympic wave
- Diageo Australia's commercial head to step down
- Diageo reveals revival plan for former factory
- Stoli Group CEO Rob Cullins to step down
- William Grant sees 2015 sales, profits lift
- Jose Cuervo applies to go public
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends