After its success in the off-trade, Coca-Cola Life – the lower-calorie cola – has now been launched into the on-trade.
It features striking green branding on the iconic Coca-Cola glass contour bottle, designed to have strong standout behind the bar. It aims to drive incremental growth in the soft drinks category, appealing to people aged 35 to 55 looking for lower-calorie colas with sweetness from natural sources.
Coca-Cola Life contains a third less sugar and a third fewer calories than regular cola from being sweetened with a blend of sugar and natural-sourced stevia leaf extract. Introduced last summer in the off-trade, it was the first new Coca-Cola to be launched in GB since the arrival of Coca-Cola Zero in 2006.
Coca-Cola Enterprises (CCE) is also introducing new branded sleeves across the Coca-Cola glass contour bottle portfolio, with new coloured labels that show calorie content and the functional benefit of each variant.
The new sleeves are part of a new “one brand strategy” to promote the full choice of Coca-Cola variants. Showcasing the clear visual difference between the four products, the new branded sleeved bottles also aim to drive sales through greater visibility and stand-out behind the bar, in the chiller and on the shelf.
Caroline Cater, operational marketing director at CCE, said: “The launch of Coca-Cola Life to our on-trade customers is an important part of our ongoing commitment to offer consumer choice for every occasion and meet changing lifestyle trends.
“The Coca-Cola Life branding on the iconic glass contour bottle is very striking and sits well alongside the new Coca-Cola, Diet Coke and Coke Zero branded bottles.
“It is a different proposition within the portfolio, providing consumers that are looking for a great-tasting lower-calorie cola with sweetness from natural sources.
“Coca-Cola Life, along with the new packaging under the Coca-Cola ‘one brand strategy’, will also help to drive incremental growth of the total soft drinks category building upon our on-going strategy to invest in the channel.”