Coke aims for ‘lapsed’ drinkers with new Ginger flavour for Aussie summer campaign
Coke is launching a limited edition ginger flavour in Australia as part of its summer campaign aimed at attracting “lapsed Coca-Cola drinkers”, in the first phase of a multimillion dollar summer campaign.
The company hopes to attract ‘young adults’ back to the brand many have ditched among health concerns, claiming the product will “disrupt the market and drive taste reappraisal across the entire Coke range”.
Coca-Cola South Pacific will push the product through its owned channels as well as using influencers on social media and experiential elements.
How lucky can we be…….obesity and diabetes now in ginger flavour!
So research suggest Aussies are drinking less because of health concerns… Adding ginger fixes that somehow and will get all us health conscious people back on the red cans?
You’re having a laugh!
It’s poison! You will sell this crap to the same people, who for some reason will think this is a healthy alternative to cola.
Is it fresh ginger? I prefer fresh.
I thought they mean hair colour- ranga-ade.
Lapsed? That makes it sound like they’ve strayed from the true fizzy religion…
Perhaps these people have actively chosen not to drink something that is bad for their health.
This is a very fine idea, but not as intended. I believe It will quickly create a mixer but needs either a name like “ginjacola” or a break away to sustain it in the market. There is a risk involved in trying to claw back, or reclaim customers, without addressing the reasons for losing them in the first place. Sugar and artificial sweeteners are perceived villains, ginger is a kick ass flavour, but it also exists in its own right with an attachment to the same villains.