Blog: Andy MortonCoke 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.

Sectors: Soft drinks, Water

Companies: Coca-Cola Co

BLOG

Starbucks jumps on gin bandwagon

Starbucks has become the latest company to tap into the gin craze, with the launch of Starbucks Reserve Gin Barrel-Aged Cold Brew....

BLOG

Feeling Blue on Monday? Help is at hand

It may not be scientific, but the third Monday in January has been coined 'Blue Monday' - the most depressing day of the year. Dreamed up in the UK by a psychologist commissioned by a holiday company ...

ANALYSIS

How targeting night-time consumption will breathe life into CSDs - NPD trends

Soft drink innovation in Japan is often on a different level to that in other world markets, with new offerings coming and going at a furious pace. This makes it difficult to judge whether or not a sp...

BLOG

Bad day on the beer? This'll help

If you work for a brewer and are having a rough week, take a minute to regain some perspective with this, from the good people at US craft beer producer Sierra Nevada Brewing Co....

BLOG

Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord

Is this a case of if you can't beat them, buy them?...



Forgot your password?