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(GRAY DIGITAL NEWS) – For the first time in years, Coca-Cola introduces a new scent of coca: Orange Vanilla.
The new drink will be available later this month. It's a way to encourage customers looking for more variety to stay with Coca-Cola than buy another soda, "said Kate Carpenter, brand manager for Coca-Cola Trademark, which includes Coca-Cola. , Coca Zero and flavored Coca.
The beverage company decided to add and reorder its flavor offerings – Cherry Coke, Cherry Coke Zero, Vanilla Coke and Vanilla Coke Zero – after the successful launch of Coca-Cola Zero Sugar last year, said Carpenter. The new flavor will also come in a Zero Sugar version.
The beverage company introduces new graphics on Cherry and Vanilla packaging, which gives it a "breath of fresh air," she said.
Once Coca-Cola decided to look for a new flavor, the Carpenter team swept the international Coca-Cola market in search of ideas. They have considered several options, including raspberry, lemon and ginger, which are good for society in Asia.
Orange Vanilla Coke, available for a limited time in Canada last summer, caught their attention. They tested the taste in the US market, where he was well received.
Consumers said the taste was "unique and different in the flavored cola category," which is dominated by cherry, Carpenter said. Importantly, they also said that they would buy it in addition to an ordinary Coca-Cola, rather than replacing it. And the flavor, although unexpected, was still "familiar," she said.
Coca-Cola has experimented with many flavors for Diet Coke, the calorie-free branch of its main drink. This is the first new flavor of Coke since 2007. At that time, the company republished Vanilla Coke – originally launched in 2002 and phased out – among other flavors.
The new flavors of Coca-Cola have not always been a hit. People revolted when the company changed the Coca-Cola recipe in 1985 and introduced New Coke. The company has quickly returned to its original recipe.
The beverage company also experimented with Coca Black Vanilla Coke and a coffee aroma called Coca-Cola Blak, among others.
The best-functioning Coca-Cola fragrances are those that complement or enhance the original recipe, said Laurent Grandet, consumer badyst at Guggenheim Securities.
The new flavors, he added, are a way to draw attention to the brand.
"It's about raising public awareness," he said.
A line extension gives the product more space on store shelves. And the flavors are generally not taken into account, so Coca-Cola can increase its margins by selling flavored versions of the product, he said.
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