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Today I am going to talk about Coca-Cola's recently new launch of Coke Life. Coca-Cola Life launched in the summer of 2014 in the United States and Europe. The company claims that the new product line offers a healthy alternative to regular Coca-Cola. Coke life is marketed as a lower calorie version of coke that contains zero artificial sweeteners and 60% of the calories that classic Coke has. The product is an initiative from Coca-Cola pushing to stop the global obesity epidemic. The soda is sold in green cans or in a recyclable plastic bottle. Critics have said although the company has marketed the soda to be, “healthy” the product is not conducive to the health of the consumer and is a marketing gimmick for the company.
- As far as the nutrition value for Coke life, the 330ml can of soda contains 89 calories and is made with 22 grams of stevia leaf extract as a form of sugar
- Compared to a regular can of Coca- Cola which has 139 calories and 35 regular grams of sugar.
- Also Coca-Cola Life still contains colouring, caffeine, phosphoric acid and 19% of our recommended daily sugar intake.
Critics believe that the healthy green packaging of Coca-Cola life is misleading the consumer into thinking the beverage is healthy for you. So what is it that makes this soda, “healthy” in the mind of the consumer? The cans green color associates in our brain as “Go”, in contrast to Coke’s original red can, that our brain associates as, “Stop”. When the colors are next to each other the consumer is much more likely to choose the green healthy option rather than the red original product.
Coca-Cola’s life marketing campaign is a chance for the company to reach out to a different healthy demographic of soda drinkers. While the actual product itself itself shows no signs of ingredients that are beneficial to your health, the packaging makes to consumer believe that their are.
Elizabeth Haynes, president of Haynes & Co, which has done market research for major retailers and large hedge funds. She tells USA TODAY, "We haven't seen a product in the beverage space hitting on all cycles like this for years," Haynes & Co also reached out to several hundred consumers who remembered seeing Coca-Cola Life. After surveying the consumers their grades and reactions to Coke life were very high.
Get ready to start seeing a new color in the Coca-Cola product line because Coke Life is a huge hit.
Source: http://www.usatoday.com/story/money/business/2014/11/04/coca-cola-soft-drinks-coca-cola-life-coke-life-pepsi-true/18477965/
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