New life for Coca-Cola

The highly anticipated Coca-Cola Life will be available nationally across Australia from early this month.

Coca-Cola Life is the first major brand from Coca-Cola in Australia to combine sugar and stevia. It has been developed in response to consumer demand to shake up the category, and offers the refreshment and taste of Coca-Cola with 35 per cent less sugar and kilojoules when compared with the mothership. To differentiate the product from other members of the Coca-Cola portfolio in Australia, Life features green packaging.

“We’re confident that the new formulation is what consumers have been looking for,” Coca-Cola South Pacific Marketing Director Lisa Winn said. “Coke Life isn’t simply a new product from Coca-Cola, it’s another great choice for people who want a delicious drink to fit their lifestyle.”

Australian Beverages Council CEO Geoff Parker said the industry is always looking to respond to Australian consumers and their needs.

“Coca-Cola Life is a great example of this – we know consumers are asking for more choice, particularly stevia-sweetened beverages,” he said. “Coke Life is an innovation that is expected to really excite the category.”

Challenging consumers to ‘Let Life Surprise You’, the launch will be supported by a high-impact multimillion dollar marketing campaign across multiple channels, including TVC, cinema, OOH, print, digital, PR and sampling.

The significance of the launch is reflected by the scale of the cross-channel marketing investment, which will run throughout April and May. Led by the launch TVC, the campaign will use the locally created ‘Let Life Surprise You’ core creative idea to intrigue, educate and engage consumers, reinforcing that the brand will travel near and far to ensure its products are available for everyone.

High-impact OOH display will build scale at locations including Sydney’s Kings Cross sign and a takeover of Melbourne’s Southern Cross Station and Auckland’s Britomart. In Australia, a strong investment in transit will play on the theme of surprise. Tailored messaging will urge commuters to ‘come along for the ride‘ or ‘take a detour’ on their way home.

Coca-Cola Life will be available in a 250ml can, 330ml glass bottle, 375ml can, 390ml PET bottle, 450ml PET bottle, 600ml PET bottle, 1lt glass bottle, 1.25lt PET bottle, 8x200ml cans, 4x330ml glass bottles and 10x375ml cans.

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