Coca-Cola has confirmed the release of its first new flavours in more than a decade - Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar, this February 25th.
The company has said that it took less than a year to bring these flavours to market, with consumer testing indicating that more than half who tried the new products would buy them in addition to Coca-Cola Classic.
The team also considered three other flavours to launch - raspberry, lemon, and ginger. During testing, the combination of orange and vanilla emerged as the clear favourite.
Kate Carpenter, brand director, Coca-Cola, said that following the successful relaunch of Coca-Cola Zero Sugar in 2017, the trademark team began to explore additional growth opportunities.
“What we realized is that we had a diamond in the rough when we looked at our flavours portfolio,” Carpenter said. “The growth of Cherry Coke and Vanilla Coke – and their zero-calorie variants – has been really strong in recent years even with very limited marketing support.”
Despite this growth, only 12% of Coca-Cola drinkers were reaching for flavuors. “This showed us our fans want choice but are getting it outside the Coke Trademark,” Carpenter said. “We knew we had an opportunity to give fans the variety they crave without sacrificing the Coca-Cola taste they love.”
“We wanted to bring back positive memories of carefree summer days,” Carpenter explained of the new flavours. “That’s why we leaned into the orange vanilla flavour combination – which is reminiscent of the creamy orange popsicles we grew up loving, but in a classically Coke way.”
A full marketing campaign launching in the coming weeks will support the launch across TV, social, digital, outdoor, mobile, radio and experiential.