News from The Guardian says that…
Coca-Cola is to reformulate and rename its sugar-free Coca-Cola Zero in the UK at a cost of £10m, to make it look and taste “more like Coke. After the company’s research found half of British consumers did not know the brand contained no sugar…
So, in effect, no one knew what the benefit / difference of the product was and nobody liked it anyway. Mmm. Not good.
Obviously, long term reducing / removing sugar from their drinks can only be a good move (especially with the Sugar Tax on the horizon and increasing problem with obesity). But it does look like they’ve got a problem with some of their range. Coca-Cola (original) everyone recognises, and Diet Coke is firmly in people’s minds, but Coke Zero and Coke Life (especially the latter) seem to be a little absent*. However, those three diet brands do count for 43% of the company’s UK’s sales (I’d love to see the split) and I can only see that increasing.
*Anecdotally, I see a lot of people drinking Diet Coke, a few drinking Coke Zero and I’ve never seen anyone drinking Coke Life.
The proposed new packaging (image above) can, I think, help a lot. It will increase the visual recognition of the range, and the large red dot and branding across all cans with the top in sub-brand colours drive home the fact that they’re are all variations on Coca-Cola. Plus improving the taste can only help; after all, nobody buys a diet range Coke wanting a flavour that’s not as nice as the original.
// Image courtesy (and by that I mean pinched) of The Guardian / AP – thanks.