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.
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