Coca-Cola Ginger is targeted at young adults, and the company believes the the new flavor can ‘drive taste reappraisal across the entire Coke range’. Social media will be a key part of the marketing activity for the new flavor.
With the premium gold color on labels and bottle caps, Coca-Cola hopes that the packaging will highlight the exclusivity of the product.
The launch of the limited edition flavor was officially announced today, although the company had previously confirmed that a new ginger flavor was on the cards.
Significant demand for ginger flavor
Coca-Cola sees its ginger flavor as the perfect way to tap into the popularity of ginger beer (a non-alcoholic carbonated soft drink) in Australia. Coca-Cola Ginger offers a ‘refreshing ginger twist on the classic Coke taste’.
Ginger flavors are particularly popular in the summer months, hence the October launch for the product.
“Coca-Cola Ginger comes as we recognize a significant commercial opportunity for ginger flavored carbonated soft drinks, with consumer research revealing that the market share in Australia is worth $80m ($61m USD) and is continuing to grow,” said a spokesperson from Coca-Cola South Pacific.
“Further to this, there is also a high level of crossover between cola and ginger shoppers, with almost 70% of ginger beer and ale shoppers also purchasing a cola product.”
The launch also spearheads the first phase of a multi-million dollar summer campaign in Australia.
Coca-Cola Ginger is available in Coles, Woolworths, independent retailers and petrol and convenience stores.