Coca-Cola South pacific has launched Lift Hard Hitting Lemon, a new formulation aiming to shift the perception of the lemon flavour offering in the CSD market.
Coca-Cola says that the drink has been designed to disrupt the market by providing superior strength and a bolder taste, in order to appeal primarily to males over the age of 35. The slogan for the launch’s campaign will urge consumers to ‘ditch the soft stuff’ and opt for Lift Hard Hitting Lemon.
“The launch of Lift Hard Hitting Lemon provides a distinct opportunity to grow the soft drink category in Australia,” Lift Hard Hitting Lemon Brand Manager Ramona Spiteri said.
“We have conducted research into consumer tastes and attitudes and we’re confident that we have formulated a product that will drive wider appeal to lemon consumers and beyond.”
The launch will be supported by a fully integrated, multi-million dollar marketing campaign that includes multi-channel executions across social media, digital platforms, out-of-home and in-store retail activations, as well as a trialling and sampling partnership with the AFL throughout the Finals series.
Lift Hard Hitting Lemon will be available in a number of pack sizes from 250ml to 2L, and will be available nationwide. All existing Lift packs have been replaced by Lift Hard Hitting Lemon across all SKUs.