Coca‑Cola revamps LIFT with the launch of LIFT Hard Hitting Lemon in Australia


Australia, 20 September, 2016: Coca‑Cola South Pacific has launched LIFT Hard Hitting Lemon, a brand new formulation which is being introduced to shift the perception of the Lemon Flavour offering in market.

The new product offers Aussies a full bodied lemon drink with sharper taste, more bite and a sugar content now at 8.4g/100ml. LIFT Hard Hitting Lemon is tailored specifically for the Australian market and will replace the current LIFTdrink.

In the last three years, 'Flavour' offerings have been steadily growing Coca‑Cola's share of the carbonated soft drink category and the brand has identified an avenue to further capitalise on this by driving growth among consumers of Lemon products. This opportunity is borne from consumer insights that demonstrate a disconnect between what is available to Lemon consumers and what they really want.

As a result, LIFT Hard Hitting Lemon has been designed to disrupt the market by providing a bolder, better tasteThe superior strength and bitterness of the drink is intended to appeal primarily to males aged 35 and above, with the overarching campaign encouraging consumers to 'ditch the soft stuff' and opt for LIFT Hard Hitting Lemon.

To encourage trial and raise awareness, the launch will be supported by a fully integrated multi-million dollar marketing campaign that includes multi-channel executions across social media, digital platforms, out-of-home and in-store retail activations.

In addition, Coca‑Cola has partnered with the AFL and Triple M as part of a strategy to connect with sports fans and reinforce the product's Hard Hitting proposition. Sampling activity will also take place at a number of major sporting stadiums across the country, including the MCG, SCG and GABBA, as well as at the AFL Grand Final live site, to put the product into the hands of sports fans.

Ramona Spiteri, Brand Manager LIFT Hard Hitting Lemon, said: "The launch of LIFT Hard Hitting Lemon provides a distinct opportunity to grow the soft drink category in Australia. We have conducted research into consumer tastes and attitudes and we're confident that we have formulated a product that will drive wider appeal to Lemon consumers and beyond.

"We’re running a marketing campaign to support the launch with the aim of reaching and engaging our target audience in the most meaningful and impactful ways."

LIFT Hard Hitting Lemon is available in a variety of pack sizes ranging from 250ml to 2L from a number of grocery, independent, convenience and petrol retailers. All existing LIFT packs have been replaced by LIFT Hard Hitting Lemonacross all SKUs.

For more information, contact Red Agency at the bottom of this PDF.

About The Coca‑Cola Company 

The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca‑Cola Zero, Powerade and many more.  Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day.  With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate.  For more information, visit Coca‑Cola Journey at 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, an indirect wholly owned subsidiary of The Coca‑Cola Company, provides marketing and technical/quality services to The Coca‑Cola Company in Australia.

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