Australia Coca-Cola Marketing

Coca Cola treads gingerly in Australia with limited edition Ginger flavour launch


By John Glenday, Reporter

October 31, 2016 | 2 min read

Coca Cola fans down under are clamoring for a taste of the latest flavor iteration from the beverage giant, Coca Cola Ginger.

The iconic brand is refreshing its stock sugar flavor with a dose of root ginger as the centerpiece of its summer campaign, which is encouraging young adults to reappraise their opinions of the brand via a social media campaign and multi-channel integrated marketing and experiential strategy.

This follows a decision by Coca-Cola to centralise its social media marketing, moving away from its previous strategy of having multiple agencies handling different accounts which were distinct from one another.

Coca-Cola calculates that the market for ginger flavoured fizzy drinks is currently worth $80m in the country and is growing fast.

Marina Rocha, Coca-Cola's marketing manager for its South Pacific region, commented: “We are confident the new flavour will be perfect for our audience, with research revealing that ginger is particularly popular during the Summer months. Introducing Coca-Cola Ginger to market is the ideal way to spearhead our exciting and unexpected Summer campaign that we’re confident will capture the imagination of Australia.”

To differentiate the drink from its regular Coke stablemate, packaging will feature a distinctive golden bottlecap and labelling.

Coca Cola’s existing brands include Sprite, Fanta, Diet Coke, Dasani, Minute Maid and Powerade.

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