Coca-Cola South Pacific is to release a “world first” new limited-edition flavour in Australia: Coca-Cola Ginger.
The new flavour will be a ginger twist on the traditional Coke taste, aimed at attracting occasional and lapsed Coca-Cola drinkers, and is part of the company’s multimillion-dollar summer campaign. The brand says it hopes to disrupt the market and attract young adults, by driving taste reappraisal across the Coke range, building brand awareness and elevating purchase consideration.
The company says the launch of Coca-Cola Ginger comes as a result of Coca-Cola recognising a significant commercial opportunity for ginger-flavoured carbonated soft drinks, with consumer research indicating that the market share in Australia is worth $80 million and continuing to grow.
Marketing activity for Coca-Cola Ginger will be primarily driven via the brand’s owned social and influencer channels, while it will also feature heavily across the brand’s multichannel integrated marketing and experiential strategy for summer.
“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,” Coca-Cola South Pacific Group Marketing Manager Marina Rocher said.