Sweet taste of popularity

11 January 2018 | Jo Doverman

The sugary beverage giant, Coca-Cola, is at it again with another jazzy PR campaign. This time, it’s fresh new packaging and ‘new’ Diet Coke flavours.

I say ‘new’ because ‘Feisty Cherry’ is surely ‘Cherry Coke’ and ‘Ginger Lime’ is just the sugar baby of the original ‘Cola with lime’, isn’t it?

Every so often, Coca-Cola will release a cheeky rebrand or campaign and with a lot of success, you must admit. Christmas wouldn’t be the same without its popular ‘holidays are coming’ adverts and the big Christmas trucks working their way around the world!

And who didn’t scramble to find their name on a bottle of Coke in the corner shop? Personally, I only witnessed this as I’ve not had a drop of the stuff since I read this story, which at the time, was accompanied by a man drinking a pint of fat to show just how quickly Coca-Cola turns to fat in your body. Anyway, moving on…

It’s probably the biggest selling soft beverage in the world, despite its diabetes inducing qualities and that is all down to their consistent brand image, marketing and PR campaigns.

Despite not actually being a fan of the fizzy favourite, I do appreciate good design and branding. The new cans are sexy slim, lulling you into false sense of security that you won’t pile on the pounds with every sip… And feature a simple design to lay out their (sort of) new flavours. Overall, nice to look at on the shelf and it’s got everyone talking so objective achieved I’m sure.

The response online is mixed with some arguing that ‘Fiesty Cherry’ is indeed just ‘Cherry Coke’ in a fancy new can. Others are keen for the ‘Twisted Mango’ and ‘Zesty Blood Orange’ flavours but a lot are big fans of the original Coca-Cola flavour because it’s unique and one of a kind – if it ain’t broke, don’t fix it!

The new additions have come about because Diet Coke sales have been in decline over the past few years so the brand is trying to replicate the success of the Coke Zero relaunch which took place in 2017.

Alongside this fancy new design hitting the headlines, Coca-Cola has managed to sneak in a not-so-good news story about how it will be launching smaller bottles of original Coke ahead of the Government’s sugar tax implementation.

Whatever its reasons and however smart its PR team is for releasing good news at the same time as bad news (time honoured tactics to soften the blow), Coca-Cola remains a well-established and popular brand. So, bravo Coca-Cola for remaining a popular talking point since 1892.