Get Coca-cola Goes Green: The Launch Of Coke Life1

Coca-Cola Life was introduced in Belgium and Luxembourg in early 2015. Distribution was stopped in September 2018.

The launch of Coca Cola life was executed firstly, through creating value propositionto customers who preferred healthy drinks, then by defining pricing strategy, itstarted with lower price, to attract more customers and was eventually pricedhigher than Diet Coke, after through utilizing its indirect and main channels ...

Coke Life was first launched in Argentina in 2013, and was introduced in Australia two years later in 2015 as a lower kilojoule option for consumers. The drink contained a mix of sugar and stevia-leaf extract, and had 35% less sugar and kilojoules than the regular Coca-Cola drink.

The launch of Coca Cola life was executed firstly, through creating value propositionto customers who preferred healthy drinks, then by defining pricing strategy, itstarted with lower price, to attract more customers and was eventually pricedhigher than Diet Coke, after through utilizing its indirect and main channels ...

– Soft drinks purchases are driven by brand familiarity, sensory attributes, and health, yet Coca-Cola Life failed to resonate because it did not offer clear advantages over Coke's existing line-up. – Developing breakfast cereal influenced by Western culture to meet local sensory preferences generates opportunities.

– Soft drinks purchases are driven by brand familiarity, sensory attributes, and health, yet Coca-Cola Life failed to resonate because it did not offer clear advantages over Coke's existing line-up. – Developing breakfast cereal influenced by Western culture to meet local sensory preferences generates opportunities.

Coke Life was first launched in Argentina in 2013, and was introduced in Australia two years later in 2015 as a lower kilojoule option for consumers. The drink contained a mix of sugar and stevia-leaf extract, and had 35% less sugar and kilojoules than the regular Coca-Cola drink.

TCCC positioned Coke Life as a reduced-sugar version of the Coca-Cola Classic. Basedon the amount of sugar, the CSD market is categorized into: full-sugar drinks and no-sugar drinks. Instead of trying to appeal to the entire marketplace, Coke Life targetedthe hybrid consumer segment.