Coca-Cola Australia has announced the launch of its newest flavour innovation – Coca-Cola Orange No Sugar. The product, which combines a classic Coca-Cola taste with a hint of orange flavour, aims offer Australians a wintery twist for the cooler months.
The multi-million-dollar campaign, created by Ogilvy Sydney, will be driven by digital, social media, influencer engagement, retail out-of-home, PR and in-store point of sale. Influencers including ‘insta-famous’ Melbourne artist Chilli Philly, illustrator Mark Conlan, novice baker BakedByAndres and blogger PaulPayaSalad are all on board to create and share content as part of the launch campaign.
Orange was identified as the newest limited-edition flavour as it ranks in the top five most popular fruits in Australia, with 1 in 3 Aussie fruit shoppers purchasing oranges at checkout.
Targeting the young adult market, the new flavour follows the success of the brand’s recent flavour innovations including Coca-Cola Raspberry, Coca-Cola Plus Coffee No Sugar and Coca-Cola Ginger. These innovations form part of the brand’s strategy to recruit new drinkers to the carbonated soft drink category.
Lucie Austin, marketing director at Coca-Cola Australia said: “Following the success of the Coca-Cola Raspberry launch this summer, we’re thrilled to launch Coca-Cola Orange No Sugar and offer Coke fans a new fruity twist. The hint of orange flavour offers a wintery, citrusy note to palates during the cooler months this year – one that complements our existing range of fun and innovative flavours. We’ve seen just how much Australians have been enjoying our recent limited-edition flavours and we remain committed to delivering innovative flavour combinations and great tasting choices to our consumers nationwide.”
Coca-Cola Orange No Sugar will be available in all major and independent retailers and across the country in a range of different pack formats and sizes. Coke Orange No Sugar is also totally sugar free – in line with Coca-Cola’s commitment to reduce sugar across its range.
Source: Campaign Brief