Coca-Cola Life PET bottle
|Manufacturer||The Coca-Cola Company|
|Country of origin||Argentina|
|Related products||Coca-Cola, Coca-Cola Zero, Coca-Cola Light, Coca-Cola Cherry, Coca-Cola C2, Diet Coke, Diet Pepsi, Pepsi ONE, Pepsi Max and Tab|
It is the first version of the soft drink to be produced with stevia and sugar as sweeteners. Coca-Cola Life has launched in the United Kingdom in August 2014, in the United States, Mexico and Sweden, since September 2014, and in Belgium, France, Estonia and the Netherlands since January 2015. It is due to be launched in Australia and New Zealand in April 2015.
It is a lower calorie version of Coca-Cola, having 27kcal/100mL, containing 60% of the calories of classic Coke. Coca-Cola Life will co-exist with Diet Coke and Coca-Cola Zero in the Argentine and Chile market.
The roll-out of Coca-Cola Life in the United States began in the summer of 2014, with the product being sold at a number of locations of The Fresh Market grocery store. Nationwide distribution began on November 4, 2014. The release of Coca-Cola Life is the first Coca-Cola product launch in the U.S. since 2006.
Prior to the full-scale national launch, the market research firm Haynes & Co. said that early research findings showed a positive view by consumers toward the drink. The company plans to host 4,000 events at stores where people can sample the drink for free. To help with its advertising and public marketing campaign, the company hired Fitzgerald and Company to develop strategy and promote the product on social media.
To promote the drink, at one event the company hired British model and actress Rosie Huntington-Whiteley, who promoted the drink at a launch party in London in September.
In August, The Telegraph sent a correspondent, Harry Wallop, and a film crew onto the streets of Victoria to conduct a taste test of random people. In a video news segment produced from the taste test, Wallop says that most people could tell the difference in taste between Coca-Cola classic and Coca-Cola Life, although many people told him they preferred the taste of Life.
In the United Kingdom, the Coca-Cola company has led several health initiatives, and it considers the introduction of Coca-Cola Life as a vital component to its initiatives. Specifically, the company promoted lower obesity rates and more active lifestyles among British people. The company insisted in connecting the roll-out of Life with its stance on promoting health.
The Grocer, a 150-year-old magazine in the U.K., conducted a blind taste test among seven of its staff members in June. According to The Grocer, all seven tasters preferred the taste of Life to the other products. (The article in The Grocer did not specify which products Life was tested against). However, all seven tasters said that they thought they had been tasting Coca-Cola Classic.
In Argentina, the launch of Coca-Cola Life placed an emphasis on the recyclable bottle. The drink is distributed in Coca-Cola's "PlantBottle", which is made up of recyclable petroleum-based material plus around 30 percent plant-based material.
Coca-Cola released a television ad in Argentina called "Parents" to promote Coca-Cola Life. Marketing in Argentina was focused, much like in the U.K, around healthy lifestyles. "Parents" is a humorous commercial featuring a young married couple receiving news about their first pregnancy. The commercial shows the parents going through common hardships of young parenthood, such as getting little sleep, having a toddler make a mess in the house, etc. Toward the end of the commercial, the father closes his eyes and takes a long drink from a Coca-Cola Life bottle. He opens his eyes, and while still drinking, his wife shows him a "positive" pregnancy test result. What appears to be a look of horror on the father's face (his eyes widen) turns into a look of joy and excitement.
Ingredients and packaging
The drink contains Truvia, a branded form of stevia extract. Stevia has no calories. Truvia is currently an $80 million product, as of 2014.
Coca-Cola Life is the first branded Coke product to use stevia leaf extract. However, it is not the first product owned by the Coca-Cola company to use stevia. Vitamin Water and Seagram's ginger ale use it.
Coca-Cola Life contains sugar, but uses less sugar than traditional Coca-Cola. An 8-ounce serving contains around 60 calories, 17 carbohydrates, and 17 grams of sugar. The list of ingredients is carbonated water, sugar, caramel color, caffeine, phosphoric acid, and stevia.
The drink comes in glass bottles, plastic bottles, or aluminum cans. The logo is a small green leaf.
Coca-Cola Life is currently sold in:
- Norway (January, 2015)
- United Kingdom
- United States
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- Refrescá tu naturaleza | Coca-Cola Life Argentina
- Coca-Cola Life United Kingdom
- "Parents" on YouTube