The new Coke Zero Sugar is part of that strategy. The company said it is in the process of launching more than 500 new products around the globe this year and introducing existing products in new markets. Even before he officially stepped in as CEO on May 1, he announced plans to cut 1,200 jobs, mostly at Coke's Atlanta headquarters, to help fund new marketing and growth efforts. "We've got a lot of experimenting going on out there," said Quincey. “I felt like I was kicked in the stomach when reading the news this morning and hoped it was #fakenews but no, Coca-Cola is literally changing something that people love for NO APPARENT REASON!,” one wrote.Īnother skeptic tweeted: “Because that’s just what 2017 needed - another New Coke.” Explore The revamped product, announced Wednesday as Coca-Cola reported second-quarter financial results, comes as the company continues broadening the product line and re-tooling internally under Quincey. On Coke’s main facebook page Wednesday, a couple hundred commenters had weighed in by late afternoon. But they really need to make clear that there’s basically little or no change in the ingredients or flavor, he added. “They want to make this abundantly clear that this is a no calorie product with no sugar,” said Stanford. “I think Coke has to be very careful” to stay ahead of customer reaction on social media, said Beverage Digest Executive Editor Duane Stanford. The new cans and bottles will mostly mimic Coca-Cola’s traditional red packaging, replacing Coke Zero’s mostly black color scheme.Ĭoca-Cola said it plans to make its biggest investment in marketing the new version since it launched the Coke Zero brand a dozen years ago. But he added that the new version has “enough visual cues” to avoid confusing customers. “Obviously any change has some risk,” said Coca-Cola CEO James Quincey, who is just three months into the job. The company said the changes have revved up the re-launched drink’s sales in those countries, partly by reducing confusion over what the “Zero” signified.Ĭoke says it has tested the changes in the U.S. Unlike Diet Coke, which has been in decline for years, Coke Zero also has strong appeal among men.īut sales have slowed lately, prompting the new marketing and formula tweak.Ĭoke Zero Sugar is already out in more than 25 countries in Europe, the Middle East and Latin America. With its remake of Coke Zero, Coke is fiddling again with a brand that has become immensely popular with health- and weight-conscious customers since its launch in 2005.
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