Coca-Cola South Pacific has announced the highly anticipated Coca-Cola Life will be hitting Australian shelves from early April.
The company says Coca-Cola Life is the first major brand from Coca-Cola in Australia to combine sugar and stevia, and it has 35 per cent less sugar and kilojoules, compared to Coca-Cola.
Also, it is only the fourth drink to be launched in the Coca-Cola trademark’s 128 year history. The green packaging differentiates it from the other members of the Coca-Cola portfolio in Australia.
Geoff Parker, CEO of the Australian Beverages Council said: “In 2013, Coca-Cola made a commitment to offer lower kilojoule options including making stevia sweetened beverages more available to consumers, and the launch of Coca-Cola Life this is another step in fulfilling this commitment.”
The new product will be backed by a multimillion dollar marketing campaign across multiple channels, including TVC, cinema, OOH, print, digital, PR and sampling.
Billboard displays will feature at iconic locations including Sydney’s Kings Cross sign and a takeover of Melbourne’s Southern Cross Station.
The campaign will be based on the locally created idea ‘Let Life Surprise You’.
