Coca-Cola is known throughout the marketing world as one of the brands that gets it right about 99% of the time. With over 100 years of marketing expertise behind the brand, the company started pulling heartstrings and created slice-of-life ads before those phrases were even a thing.
Coke was near the branding finish line before many companies even knew they were in a race.
So the fact that Coke is introducing Coca-Cola Life is an interesting one.
Coca-Cola Life is a bit different than the Coke in stores around the United States. This soda is Stevia-sweetened, not sweetened by regular sugar, nor by the chemical aspartame, which has gotten major poor publicity of late.
Coca-Cola Life isn't a brand-new product; the company offered it to South America in 2013, and is now expanding it to European markets.
Since we have very little information about the latest product, it is hard to say how exactly the new product will be received in Europe, not to mention the U.S. if Coke decides to bring it in.
Perhaps it will have the same effect as "New Coke" in 1985, forcing Coke to rip the product off the shelves. Or people will like it and clamor for more.
Fortunately for Coke, the new product is only a spinoff off the flagship, so if it is a trainwreck, Coke will be able to recover.
What are your thoughts? Do you think the market will greet Coca-Cola Life with open arms? Or will Coke have to think about investing money in a campaign for it? Let us know!
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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