#thomforbes

Press Release: February 22, 2019    11:59pm

Gainesville, FL., February 22, 2019 - In very ode to a creamsicle fashion, Coca-Cola has launched its first new flavor in over a decade. On February 11, 2019 Thom Forbes wrote an article that was published in Media Post about the new flavor that is being released by Coca-Cola this month called Orange Vanilla.  Forbes writes that this new flavor outperformed other creative combinations with a focus group. In this article Forbes reminds the reader that the last new flavors were launched by Coca-Cola in 2007, well over a decade ago. Coke was able to find that though carbonated beverage popularity has taken a hit as of late, the “healthier” zero sugar versions of the soft drink have done quite well.

The case can be made that this launch is simply a ploy to get consumers back on the sugar bandwagon when things have taken a healthier turn, recently. According to Forbes, “The Orange Vanilla announcement comes at a time when Big Soda contends with criticism over American's unhealthy eating habits and with municipalities around the country passing so-called soda taxes. Plus, Americans now buy more bottled water than carbonated beverages, data from the research and consulting company Beverage Marketing found,” Zlati Meyer points out for USA Today. This indicates that to try to injects Coke’s name back into people’s minds while reaching for a beverage the company had to think of something new, something drastic to get people reaching back for those syrupy sweet carbonated concoctions.

Because Coca-Cola is such a recognizable brand any new release they make is going to cause a major stir and a push for partnerships. The deal made to release the fountain drink version exclusively with Wendy’s for the first month with tie in to the NCAA March Madness basketball tournament was a major win for all three brands. The exposure during the tournament and beyond is sure to drive sales numbers up for both Coca-Cola and Wendy’s. While Pepsi used one night at the Superbowl to try to outshine the competition, Coca-Cola is making a month-long effort. Even in advertising and marketing the classic Pepsi versus Coke debate continues.

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Writer’s contact information: #statonksis