Coca-Cola launches Orange Vanilla Coke
Variety-seeking Coca-Cola fans and those who love orange Creamsicles now have something in common:
Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar – the first Coca-Cola trademark flavour innovations in over a decade – hit U.S. stores on February 25 in a range of packaging options.
Kate Carpenter, brand director, Coca-Cola, said the 2016 launch of the One Brand strategy – which combined all Coca-Cola variants under a common visual identity and creative campaign – showcases the breadth of the brand. Following the successful relaunch of Coca-Cola Zero Sugar in 2017, the trademark team began to explore additional growth opportunities.
“What we realized is that we had a diamond in the rough when we looked at our flavours portfolio,” Carpenter said in a press release. “The growth of Cherry Coke and Vanilla Coke and their zero-calorie variants has been really strong in recent years even with very limited marketing support.”
Despite this growth, only 12 per cent of Coca-Cola drinkers were reaching for flavours. “This showed us our fans want choice but are getting it outside the Coke Trademark,” Carpenter said. “We knew we had an opportunity to give fans the variety they crave without sacrificing the Coca-Cola taste they love.”
The team considered three other flavours – raspberry, lemon and ginger. But the combination of orange and vanilla emerged as the clear favourite in focus groups. Last summer, Coke Orange No Sugar launched in Australia and Coke Orange Vanilla was available in Canada. Consumers in both markets loved the taste.
“We wanted to bring back positive memories of carefree summer days,” Carpenter explained. “That’s why we leaned into the orange-vanilla flavour combination – which is reminiscent of the creamy orange popsicles we grew up loving, but in a classically Coke way.”
In less than a year, the Coca-Cola North America innovation team brought Orange Vanilla Coke to life – from concept, to testing, to launch.
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