The long-awaited latest addition to the Coca-Cola family challenges consumers to ‘Let Life Surprise You’, and will be backed by a multi-million dollar marketing campaign across multiple channels throughout April and May.
Combining sugar and the natural sweetness of stevia, the first brand from Coca-Cola to do so, COCA-COLA LIFE is the fourth drink to be launched in the trademark’s 128-year history.
With 35 per cent less sugar and kilojoules compared to Coca-Cola, COCA-COLA LIFE was developed in response to consumer demand for a healthier refreshment with lower kilojoules and using natural sweetener, stevia; a commitment the brand made in 2013.
Lisa Winn, Coca-Cola South Pacific Marketing Director said: “COCA-COLA LIFE truly is another example of us keeping in step with consumer demands. COKE LIFE isn’t simply a new product from Coca-Cola – it’s another great choice for people who want a delicious Coca-Cola to fit their lifestyle. There is a Coca-Cola option for everyone.”
Taking over iconic locations across the country, including Sydney’s Kings Cross sign and Melbourne’s Southern Cross Station will be high-impact OOH displays, targeting commuters.
Coca-Cola’s latest offering features bold green packaging, differentiating it from other Coca-Cola members.
COCA-COLA LIFE will be available in a 250ml can, 330ml glass bottle, 375ml can, 390ml PET bottle, 450ml PET bottle, 600ml PET bottle, 1L glass bottle, 1.25L PET bottle, 8x200ml cans, 4x330ml glass bottle and 10x375ml cans.
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