Coca-Cola Life launches
Coca-Cola Life launch backed with massive marketing push
Coca-Cola Enterprises today announced a huge marketing support campaign which includes OOH, print, digital and experiential to support the launch of Coca-Cola Life as it seeks to build consumer awareness of its new brand.
The lower calorie cola gives people another option when choosing a Coke to fit their lifestyle, whether that is Coca-Cola, Coca-Cola Life with a third fewer calories1 or two zero-calorie options in Coca-Cola Zero and Diet Coke.
Coca-Cola Life is aimed at adults looking for a new lower calorie option – and the media campaign is designed to have mass appeal with an eye-catching campaign highlighting the inclusion of sweetness from natural sources, lower calorie option and the standout green packaging. The new cola contains a third less sugar and a third fewer calories than regular cola1 thanks to a blend of sugar and stevia leaf extract.
Nick Canney, VP Sales & Marketing at Coca-Cola Enterprises, said: "The marketing campaign for Coca-Cola Life will create instant impact and ensure consumer awareness of the brand launch is high, helping to grow sales for retailers throughout the coming months.
"Coca-Cola Life along with Coca-Cola, Coke Zero and Diet Coke, is an important part of our ongoing commitment to offer consumer choice for every occasion and meet changing lifestyle trends. It forms part of our on-going strategy to bring innovative new products to the market to help drive incremental growth of the total soft drinks category.
About Coca-Cola Life
Coca-Cola Life contains sugar and a naturally-sourced sweetener – stevia leaf extract – which represents the latest from The Coca-Cola Company in sweetener innovation. Stevia leaf extract is sourced from the stevia plant, which is native to South America. Currently, Coca-Cola Great Britain (CCGB) uses stevia leaf extract to help sweeten in Sprite and glaceau vitaminwater.
Coca-Cola Life is available in a 330ml can, 500ml PET bottle, 1.75L PET bottle, 6 x 330ml can multipack, and 8 x 330ml can multipack. Coca-Cola Life’s 500ml bottle contains PlantBottleTM plastic made using up to 22.5% plant materials combined with up to 25% recycled plastic. All packs are fully recyclable and both the 330ml can and 1.75 litre PET bottle contain recycled materials4.
1. 36% fewer calories vs full calorie colas in GB due to a sugar reduction of 37% and the use of stevia extract.
2. Versus most full-calorie drinks in GB at the time of introduction in 2012.
3. Sugar and stevia leaf extract
4. The 330ml cans are made from aluminum containing 46% recycled aluminum. The 1.75L bottle contains 25% rPET.
About Coca-Cola Enterprises:
Coca-Cola Enterprises, Inc. is one of the world’s largest independent Coca-Cola bottlers. CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs some 4,000 people across England, Scotland and Wales at manufacturing sites, offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
CCE makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive. CCE in GB also makes, sells or delivers Monster, Appletiser and Capri-Sun.