Coca-Cola introduces its first sip of Coca-Cola with Espresso
Coca-Cola With Coffee is the latest result of the company's “lift and shift” strategy, which enables successful beverage innovations to scale from market to market using an experimental test-and-learn approach
Coke North America is offering some of its biggest fans the chance to refresh their coffee routine and enjoy an exclusive first sip of the brand's top 2021 innovation.
Coca-Cola With Coffee – which will officially be available nationwide in ready-to-drink aisles in January 2021 – combines the well-known, authentic taste of Coca-Cola with the rich, luxurious taste of 100% Brazilian coffee. Three signature flavors – dark blend, vanilla and caramel – are offered in 12 ounces. Cans.
"This is a truly unique hybrid innovation that will pioneer a new category of what we call soft coffee," said Jaideep Kibe, Coca-Cola brand vice president, Coca-Cola North America, who said the beverage was one of the most popular frequently used innovations successfully tested in recent years.
"Coca-Cola with coffee is a product that should be tried," he added. "Because when you take that first sip, you realize that there is nothing like it … It sips like a cola and ends like a coffee."
And because the peak of summer is the perfect time for a refreshing blend of Coca-Cola and iced coffee, members of the company's Coca-Cola Insiders Club have an exclusive opportunity to cool off in the hottest month of the official introduction. Launched in December 2019, the beverage subscription service offers 2,000 “insiders” the opportunity to sign up to receive some of the latest beverages and surprises from Coke.
Coca-Cola With Coffee is the latest result of the company's “lift and shift” strategy, which enables successful beverage innovations to scale from market to market using an experimental test-and-learn approach. The product was first tested in Japan in 2018 and is now available in more than 30 markets worldwide, including Australia, Brazil, Vietnam, Turkey and Italy. Every country and the USA are no different, adapt the recipe and packaging mix of Coca-Cola With Coffee to local tastes.
"The COVID-19 pandemic has accelerated the need to be more disciplined in how we start, validate, refine and scale big bets like this," said Javier Meza, chief marketing officer for The Coca-Cola Company's sparkling beverage portfolio. "We're excited to bring Coca-Cola With Coffee to the US and apply insights from so many markets that have brought us where we are today."
Research shows that consumers are more open to trying new cross-category beverages like Coca-Cola with coffee, which has 69 mg of caffeine per 12 ounces. Serving that is driving Coca-Cola into new territory while remaining true to its basic values.
"In preliminary consumer tests, more than 80% of consumers who tried Coca-Cola With Coffee said they would buy it," said Kibe. "And in presentations with several of our major retailers and grocery chains, our customers took a sip and immediately asked," When can we have this? "
The launch is the latest creative addition to the Coca-Cola brand in the US following the recent launches of Coke Energy / Coke Energy Cherry, Cherry Vanilla Coke, and Orange Vanilla Coke (and their sugar-free counterparts).
"People's taste preferences and lifestyles are changing, so we're evolving our portfolio to meet those needs," said Meza. "As a total beverage company, we are constantly listening to consumers and looking for ways to innovate and get people more of the beverages they want."