Coca-Cola with Coffee officially made its U.S. debut on Jan. 25. The breakthrough innovation creates the new “refreshment coffee” category with a proposition that “sips like a Coke and finishes like a coffee.”
Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar bring together Coca-Cola taste infused with Brazilian coffee. It is available nationwide in three signature flavors – Dark Blend, Vanilla and Caramel – and its zero-sugar counterpart comes in Dark Blend and Vanilla. All varieties are shelf-stable and contain 69 mg of caffeine per 12-oz. can. They will be available in the ready-to-drink (RTD) coffee aisle.
More than 50 percent of Coca-Cola drinkers and coffee loyalists enjoy both beverages on a regular basis.
“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 added. “Now, you don’t need to leave Coca-Cola to get your coffee fix.”
As the brand team continued to learn from consumers, zero sugar was identified as an innovation opportunity.
“While other categories including energy drinks have ventured into zero-sugar territory, RTD coffee hasn’t because many offerings are dairy-based,” Strickland said. “So we see this as a major whitespace opportunity.”
Coca-Cola is teaming up with Walmart and DroneUp, a nationwide drone services provider, to bring Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar to the “buzzworthy” community of Coffee County, Georgia. On Jan. 25, select consumers who live in a single-family residence within a one-mile radius of the Walmart Supercenter in Coffee County can opt-in to have the new products delivered safely via drone delivery. Starting Jan. 25, consumers also can receive a free can of Coca-Cola with Coffee, using the Ibotta app, at Walmart stores across the country (offer valid for any variety, 12-fl.-oz. can only).
Last July, Coca-Cola gave 2,000 members of the Coca-Cola Insiders Club an exclusive opportunity to taste Coca-Cola with Coffee before it hit shelves. The beverage subscription service gives “Insiders” the chance to sign up to receive some of Coke’s newest drinks and surprise swag.
This is the latest creative extension of the Coca-Cola trademark in the United States, following the rollouts of Coke Energy/Coke Energy Cherry, Cherry Vanilla Coke, Orange Vanilla Coke (and their zero-sugar counterparts). The innovation also is the latest output of the company’s “lift and shift” strategy to scale successful beverage innovations from market to market via an experimental, test-and-learn approach.
The U.S. is the 50th market to launch Coca-Cola with Coffee, which was first piloted in Japan in 2018. Each country (the U.S. is no different) tailors the recipe and packaging mix to meet local tastes.
Research shows that consumers are more open to trying new category-crossing drinks like Coca-Cola with Coffee, which push Coca-Cola into uncharted territory while staying true to its core values. In preliminary consumer testing, more than 80 percent of consumers who tried it said they would buy it. Retail customers are equally excited to stock the new offering.
The launch will be 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.
“This is a beverage that’s truly meant to be tasted,” Strickland said.
For additional information and where to purchase, visit Coke.com/Coffee.
