Coca-Cola South Pacific yesterday debuted a new limited edition flavour – the Coca-Cola Ginger – which targets occasional and lapsed Coca-Cola drinkers.
The Coca-Cola Ginger was launched in Australia and spearheads phase one of the brand’s multimillion dollar Summer campaign.
Marina Rocha, Coca-Cola South Pacific Group Marketing Manager, said the launch of Coca-Cola Ginger comes as a result of significant increase in demand for ginger flavoured carbonated soft drinks with consumer research revealing that the market share in Australia is worth $80 million and is continuing to grow.
She said marketing activity for the new beverage will be primarily driven via the brand’s owned social and influencer channels, while it will also feature heavily across the brand’s multi-channel integrated marketing and experiential strategy for Summer.
“We are excited to unveil Coca-Cola Ginger first here in Australia. This Summer our focus is on helping Aussies make those special moments even more enjoyable and the launch of Coca-Cola Ginger is the first step towards this goal,” Ms Rocha added.
“We are confident the new flavour will be perfect for our audience, with research revealing that ginger is particularly popular during the Summer months. Introducing Coca-Cola Ginger to market is the ideal way to spearhead our exciting and unexpected Summer campaign that we’re confident will capture the imagination of Australia.”
According to the company, the Coca-Cola Ginger’s distinct packaging with premium gold used throughout the labels and bottle caps was designed to highlight the exclusivity of the product as well as differentiate it from the core Coke TM range.
Limited edition packs will be available for purchase in Coles, Woolworths, independent retailers and petrol and convenience stores in a variety of pack sizes through Summer 2016/17.