MILAN – Coca-Cola is officially launching Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar in the U.S. market. These new beverages create a new “refreshment coffee” category, says the company in the launch release, with a pioneering proposition that “sips like a Coke and finishes like a coffee” – giving Coca-Cola fans and java lovers alike a refreshing and reinvigorating reset to their daily routine. Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar bring together the Coca-Cola taste infused with Brazilian coffee. Coca-Cola with Coffee 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.
“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 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. The team worked with R&D to create Coca-Cola with Coffee Zero Sugar – Dark Blend and Coca-Cola with Coffee Zero Sugar – Vanilla.
“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 teamed 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, Ga. On Jan. 25, select consumers who live in a single-family residence within a one-mile radius of the Walmart Supercenter in Coffee County could opt-in to have Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar delivered safely via drone delivery. Starting Jan. 25, consumers can also receive a free can of Coca-Cola with Coffee, using the Ibotta app, at Walmart stores across the U.S. market (offer valid on Coca-Cola with Coffee for any variety, 12 fl oz can only).
