|Buy a Coke or Buy Premium High-Protein Milk?
By: Cindy Wendland
Coke is partnering with Fairlife to bring a higher-protein, lower-sugar premium milk to market. It will cost about double of what other milk costs and will be distributed by Coke with the advertising done by Fairlife. Will this milk partnership help offset the declining sales of soda?
Soft drinks, soda, coke — whatever you call it in your area, it has been a special treat for many of us growing up. As children we were allowed to have it on a Friday or Saturday night with Mom and Dad. As we grew older, we learned that it was high in calories and nearly empty in nutrient value. We learned that kids’ teeth were rotting when they drank too much, especially if they wore braces. We learned that people were getting addicted to the caffeine. Many of us know a chain drinker who starts with a coke in the morning for breakfast and continues drinking them all day long. Some people believe the obesity problem in children is exacerbated by drinking soda. All of these factors have contributed to a decline in soft drink consumption. A company like Coke needed to find a way to offset the sales loss.
Fast-food chains offer milk as a drink option instead of soda. Schools offer milk with the school lunch. Milk is a healthier drink choice for children. Premium milk is an interesting twist to bring to the category. While organic milk is popular, higher-protein milk can bring a lot of value, since some children are picky eaters and may not get all the protein they need.
It is difficult to get a new product onto store shelves. Coke offers a slam dunk because they already have distribution. That was a good move. Leaving the advertising to Fairlife? Not sure if that is a good move or not. We will wait and see. Either way, if you drink milk, it is a nice option.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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