Coca-Cola says the expansion of its Cascade range is aimed at delivering quality, non-alcoholic options to the emerging adult sparkling beverage category.
The introduction of new flavours – Raspberry, Mint & Ginger, Spiced Pear & Bitters and Spicy Ginger Beer, as well as reformulated Ginger Beer and Tonic Water – form part of the company’s strategy to drive consumer engagement with sparkling beverages.
According to Coca-Cola, the launch of the new Cascade range is in response to consistent growth in adult sparkling tastes, with research showing that seven in 10 households have now purchased these types of drinks in the past 12 months (Nielsen Homescan MAT 5/9/16).
Backed by a $1 million integrated marketing campaign, the ‘new’ Cascade will be positioned as the premium adult sparkling brand. Primarily targeting consumers 30 years and over, the new flavours are promoted as reflecting a distinctively sharper taste to suit adults.
Chef Luke Mangan has been brought on board for the launch, supported by a partnership with Fairfax’s Good Food guide to build awareness of the new range and drive trial among Australian consumers. The message will be further spread through a focused digital campaign.
Complementing the new flavours is a packaging refresh designed to reflect the range’s sophisticated adult positioning. Cascade is available in a range of sizes, including 330ml-glass singles and 4x300ml glass and 4x200ml can multipacks.