With an "Enjoy Your Life" kind of an image, what prompted coke to take this step? Research suggests that aerated drink sales are dropping.. & dropping at an exponential rate for Coke! But would this "Coke Milk" be of any real help?
Diversification in an entirely different category of drinks might fill the gap for users giving up aerated drinks. But this, coming from Coke, a brand that in itself has become synonymous with aerated drinks, might face a challenge in gaining consumer acceptance.
So how is Coke trying to make sure you buy it? Let's run a quick decode at Coke's Mantra behind this beverage.
COKE's Mantra for selling Milk:
Diversification in an entirely different category of drinks might fill the gap for users giving up aerated drinks. But this, coming from Coke, a brand that in itself has become synonymous with aerated drinks, might face a challenge in gaining consumer acceptance.
So how is Coke trying to make sure you buy it? Let's run a quick decode at Coke's Mantra behind this beverage.
COKE's Mantra for selling Milk:
- Make it sound more healthy- Call it "Fairlife"
- Add something extra - Add some protein, add some calcium, add some flavor
- Tell people its better - Sell at a premium cost
- Make it less boring - Dress models up in Milk
And yes, we will come back to the last point.
Right after we figure out the target audience.
Listing the most simplistic terms, lets try and figure out who they are really selling it to. Here are some advertisement taglines that hint us of their target
- "Better Milk Looks Good on You" - Health Conscious
- "Milk With a Flair" - Young guys/girls
- "More Good, Looks Good" - Weight Conscious
- "Drink What She is Wearing" - Young guys/girls
- "Swing Into Something Better" - Fun loving
Still in the pilot run stage though.. Check out the advertisements coke has in mind..
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Besides the direct communication sent out by the brand a quick look at the indirect messaging tells us that coke is not really talking about itself here. There is no mention of coke, there is no indirect association drawn & there is a whole new logo that speaks nowhere of the parent brand.. Seems like careful planning that the typical red and white combo is kept far away from this one.
What can be inferred from this is that instead of expecting the consumers to accept this new offering "from coke", its trying to create a mind space of its own.
Packed like a milk carton with a splashing wave of milk, Fairlife has quickly adapted to the packaged milk shelf space. How quickly will it fill up the refrigerators is another question.
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What do you think of Coke's new move? Drop a comment...
Last time Coke tried providing Healthy Juice product range, it backfired for having too much sugar content(Which wasn't too different from the market standard).
ReplyDeleteI think, not linking it to the Coca - Cola Brand is actually a smart idea.
If it doesn't work, it wouldn't harm the parent brand.
If it does, Not being seen as a Coke product would definitely make it easier to sell something healthy!
Agree with you Vineet! Thanks for sharing your perspective!
ReplyDelete