Product Launch - US: The Coca-Cola Co's Caffeine Free Coca-Cola Zero

By | 19 April 2013

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The Coca-Cola Co's Caffeine Free Coca-Cola Zero

Category - Soft drinks, CSD, cola

Available - From mid-July

Location - US, nation-wide

Price - SRP same as Coca-Cola Zero; available in 12oz-can multipacks and two-litre bottles

The Coca-Cola Co has launched a caffeine-free version of its sugar-free Coca-Cola Zero.

“Caffeine-free products are growing in popularity, making up nearly 30% of all sparkling beverage sales in the US,” a company spokesperson said. “By introducing Caffeine-Free Coca-Cola Zero, we’re giving fans exactly what they want, making the brand accessible for enjoyment all day long.”

In first-quarter results released this week, Coca-Cola Zero volumes grew by 3%.

Show the press release

 

Atlanta, April 17, 2013 – This summer, when Coke Zero fans want to pop the top on their favorite beverage, they no longer need to consult the hands of the clock. Featuring real Coke taste and zero calories, the brand is now being made available in an option without caffeine.

Coke Zero, the only soft drink on the North American market to post double-digit sales growth for five straight years, is adding a new choice – Caffeine Free Coke Zero – giving fans a great-tasting option for later-in-the-day consumption.

“Caffeine-free products are growing in popularity, making up nearly 30 percent of all sparkling beverage sales in the U.S.,” said Stuart Kronauge, Head of Sparkling, Coca-Cola North America Group. “By introducing Caffeine Free Coke Zero, we’re giving fans exactly what they want, making the brand accessible for enjoyment all day long.”

The launch of Caffeine Free Coke Zero is part of a broader strategy designed to make the fast-growing brand even more ubiquitous and available to consumers at any time throughout the day. Coke Zero has become increasingly visible in recent years through a variety of high-profile marketing initiatives, including:

    Sponsorship of the 2013 NCAA® Men’s Final Four®;

    Title co-sponsorship of ESPN's College GameDay, the annual season kick-off to the college football season; and

    Sponsorship of Coca-Cola Racing Family member Danica Patrick and her No. 10 Chevrolet SS in the NASCAR Sprint Cup Series

Now, with the introduction of Caffeine Free Coke Zero, the brand itself has become big enough to span limitless occasions.

Caffeine Free Coke Zero will begin appearing on shelves in supermarkets, drug stores and mass merchants nationwide in mid-July, and will be available coast to coast in August. It will be packaged in 12-packs of 12-ounce cans and 2-liter bottles. In addition, the Company will offer opportunities for people to sample the beverage.

Coke Zero is the twelfth brand in The Coca-Cola Company portfolio to reach one billion dollars in global revenue, and it is the most successful newly launched sparkling beverage in decades.

 

Original source: Company Release

Expert analysis

Coca-Cola Co, The in Soft Drinks (World )

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

Sectors: Product launches, Soft drinks

Companies: Coca-Cola Co

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