Coca-Cola With Coffee Hits U.S. Stores
It “sips like a Coke and finishes like a coffee,” the beverage giant says.
Jan 26, 2021 | 2 min read
ATLANTA—Coca-Cola with Coffee has arrived in the U.S. The latest addition to the “refreshment coffee” category, the drink “sips like a Coke and finishes like a coffee,” according to a company promotion.
Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar combine the tastes of Coca-Cola with Brazilian coffee. Coca-Cola with Coffee comes in three signature flavors—Dark Blend, Vanilla and Caramel, while Coffee Zero Sugar, its zero-sugar counterpart, comes in Dark Blend and Vanilla. All varieties are shelf-stable and contain 69 milligrams of caffeine per 12-ounce can. As NACS Daily reported in August, the new beverages will be available in the ready-to-drink (RTD) coffee aisle.
“We’re focusing our innovation efforts on doing what Coca-Cola has always stood for and does best—which is to deliver emotional and functional uplift—in bigger, bolder, more differentiated ways,” said Brandan Strickland, brand director, Coca-Cola Trademark. “Coca-Cola with Coffee is a true hybrid innovation that provides the perfect solution for that mid-afternoon pick-me-up we all want, especially in today’s work-from-home environment. We’re fulfilling this need state and occasion in a uniquely Coca-Cola way.”
More than 50% of Coca-Cola drinkers are also coffee fans, the company said. “Many people are often torn between reaching for a soft drink or a coffee at 3 p.m. at work, at school or on the go,” Strickland said. “While other categories, including energy drinks, have ventured into zero-sugar territory, RTD coffee hasn’t because many offerings are dairy-based. We see this as a major whitespace opportunity.”
Yesterday, Coca-Cola teamed with Walmart and DroneUp, a drone services provider, to fly the new drinks to the “buzzworthy” community of Coffee County, Georgia. Select consumers living in a single-family residence within a one-mile radius of the Walmart Supercenter in Coffee County could opt-in to have the new beverages delivered via drone.
The launch is supported by a fully integrated marketing campaign, including digital/social, outdoor, radio and TV advertising. A mix of digital and traditional sampling will drive trial.
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