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Sugar free cola dubbed “Coke Zero” launched

September 17th, 2012 by

As part of its three year, Sh5 billion investment in Kenya, Coca- Cola has launched a sugar free cola with low calories in a bid to strengthen its health products at a time when Kenya’s middle class is becoming more health conscious and aware of health risks associated with soda.


Dubbed Coca-Cola (Coke) Zero, the new soft drink and Coke’s regular products feature the same ingredients and Coca-Cola Senior Brand Manager for Kenya Catherine Mudachi emphasized that Coke Zero is a safe drink sweetened with non-nutritive sweeteners to provide consumers with choice and variety to suit different consumer lifestyles.

Coke Zero’s nutritional information reads 0 Calories, 0g Fat, 70mg Sodium,0g Total Carbs and 0g Protein.

“For us it’s important to give our consumers a choice and the fact that our consumer’s lifestyles and occasions are becoming more complex and complicated, it’s important for us to ensure that we have a product that plays in that space,” she said.

“It was time to create some excitement and actually reignite the brand Coca-Cola because ever since we came to Kenya approximately 65 years ago, this is the first big innovation that we’re seeing under brand Coca-Cola,” she explained.

Mudachi added that the launch will be supported by a composite marketing campaign including TV, radio, outdoor, digital and sampling with the tagline “It’s Possible” and she revealed that Coke Zero will be sold in 500ml and 1 litre plastic bottles for Sh55 and Sh75 each in order to provide convenience to Kenya’s growing middle class.


She revealed that the tagline “It’s Possible” used for Coke Zero advertising and activations originated from the cola’s impressive sugar qualities.

Coke Zero’s nutritional information reads 0 Calories, 0g Fat, 70mg Sodium,
0g Total Carbs and 0g Protein.

“Our target market for the new product is young adults between the age of
18 to 24 and most of our adverts are led by a male hero,” she revealed.

“Coke Zero advertising is male skewed, however we are not alienating women.
Through research, women have said that they love the drink and they’re
consuming it,” she said.

One explanation for the skewed advertising of Coke Zero is that men are
reluctant to buy Diet Coke because of its association with dieting and
women.

Much of the marketing for Coke Zero in the US is directed towards men and
activities often associated with masculinity, but Mudachi emphasized that
the product was meant for both men and women.

She also added that they will carry out an education campaign to sensitize
people on healthy living and disabuse them of the notion that Coke has too
much sugar by providing information on the number of calories that a Coke
product contains, accompanied by healthy tips on a number of calorie
burning activities.

“Coca-Cola Zero has a very different personality from any of our other
brands. It’s fresh, edgy, bold and youthful offering consumers exciting
surprises when it comes to marketing,” she said.

“We believe that Coca-Cola Zero’s taste and personality will appeal to
young people who do not want to compromise on flavor or calories,” she
added.

 

(By Charles Gichane)

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