Australia, Monday 23 July 2018: Coca‑Cola Australia has today announced the launch of its newest flavour innovation -Coca‑Cola Orange No Sugar. The product, which combines a classic Coca‑Cola taste with a hint of orange flavour, aims offer Australians a wintery twist for the cooler months.
Orange was identified as the newest limited-edition flavour as it ranks in the top five most popular fruits in Australia, with 1 in 3 Aussie fruit shoppers purchasing oranges at checkout . Targeting the young adult market, the new flavour follows the success of the brand’s recent flavour innovations including Coca‑Cola Raspberry, Coca‑Cola Plus Coffee No Sugar and Coca‑Cola Ginger. These innovations form part of the brand’s strategy to recruit new drinkers to the carbonated soft drink category.
The multi-million-dollar campaign will be driven by digital, social media, influencer engagement, retail out-of-home, PR and in-store point of sale. Influencers including ‘insta-famous’ Melbourne artist Chilli Philly, illustrator Mark Conlan, novice baker BakedByAndres and blogger PaulPayaSalad are all on board to create and share content as part of the launch campaign.
Lucie Austin, Marketing Director at Coca‑Cola Australia said: “Following the success of the Coca‑Cola Raspberry launch this summer, we’re thrilled to launch Coca‑Cola Orange No Sugar and offer Coke fans a new fruity twist. The hint of orange flavour offers a wintery, citrusy note to palates during the cooler months this year – one that complements our existing range of fun and innovative flavours.
“We’ve seen just how much Australians have been enjoying our recent limited-edition flavours and we remain committed to delivering innovative flavour combinations and great tasting choices to our consumers nationwide.”
Coca‑Cola Orange No Sugar will be available in all major and independent retailers and across the country in a range of different pack formats and sizes. Coke Orange No Sugar is also totally sugar free - in line with Coca‑Cola’s commitment to reduce sugar across its range.
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About Coca‑Cola in Australia
The Coca‑Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries. Our portfolio in Australia includes Coca‑Cola, Coca‑Cola No Sugar, Fanta, Sprite and Powerade. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. Together with our bottling partner we have made a commitment to reduce sugar across our portfolio by 10% by 2020, as well an industry-wide pledge to reduce sugar across the industry by 20% by 2025. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, The Coca‑ColaCompany employs more than 700,000 people, bringing economic opportunity to local communities worldwide. Coca‑Cola Amatil (Aust) Pty Ltd is the authorised bottler and distributor of The Coca‑Cola Company’s beverage brands in Australia. Coca‑Cola South Pacific Pty Ltd is an indirect wholly owned subsidiary of The Coca‑Cola Company and provides marketing, technical and quality services to The Coca‑Cola Company in Australia.
 Source: Amatil Business Intelligence | Independent Grocery | MAT June 2017
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