Challengers Marketing Reviews Impact Coke Life had on Coca-Cola Brand

    JACKSONVILLE, FL, October 29, 2015 /24-7PressRelease/ -- Coca-Cola Life launched in August last year and was marketed as a healthier version of the drink for more health conscious consumers. It has a third fewer calories and sugar than Coca-Cola and is sweetened using a blend of sugar and naturally sourced sweetener stevia. However, it faced great criticism over its positioning as a 'healthy' product.

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Sales figures from IRI show that since the introduction of the new product in August 2014, the Life brand has grown into a GBP28.9m business. The line currently represents 2.43% of the total Coca-Cola portfolio. The brand has stated that they believe they have achieved their target of helping consumers shift to lower and no-calorie alternatives. Volume sales have reached 24 million litres, which suggests the brand has a core group of loyal buyers. Although market researchers believe that Coca-Cola pushed the price of the product to a premium level too quickly, the brand believe that they have had a huge success as the vast majority of new products do not exceed GBP5m in their first year.

Challengers Marketing, a sales and marketing firm based in Jacksonville has reviewed the challenges that Coca-Cola are going to face moving forwards. The firm believes the biggest concern is that the brands that are creating the biggest traction have authenticity at their core and whilst Coke Life is clearly healthier than Coke, it's still not a healthy product. Currently Coca-Cola are marketing this as a healthy product and Challengers Marketing believe that this could jeopardize Coca-Cola's reputation as an authentic brand.

Challengers Marketing believes this is a concern for many brands when marketing their businesses. The firm work on behalf of a range of clients, in order to represent their brands in authentic ways so that consumers understand their brands and the services they offer. The firm believe that when implementing new products it is vital for brands to maintain a positive relationship with consumers as well as have an authentic brand message. This is where Challengers Marketing comes in to ensure their clients' campaigns are authentic and personalized.

Challengers Marketing is an outsourced sales and marketing firm based in Jacksonville. The firm specializes in personalized direct marketing campaigns on behalf of their clients' brands. By delivering these campaigns directly to consumers via face-to-face marketing the firm are able to forge long-lasting business connections between brand and consumer. This often leads to increased customer acquisition, brand awareness and brand loyalty for their clients.

Source: https://www.marketingweek.com/2015/10/13/coke-life-one-year-on-sales-success-or-marketing-gimmick/

Challengers Marketing is an outsourced sales and marketing firm based in Jacksonville. The firm are specialists in customer acquisition, brand loyalty and brand awareness and help their clients to get their brand message, products and services to consumers.

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