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Coca-Cola South Pacific launches new ginger flavour in Australia

DBR Staff Writer Published 31 October 2016

Coca-Cola South Pacific has launched a limited edition flavour in Australia in a bid to enter the $80m ginger flavoured carbonated soft drink market.

The soft drinks giant claimed that the world-first ginger launch spearheads its Summer campaign in Australia.

As of now, only limited edition packs of Coke Ginger have been released in Woolworths, Coles, independent retailers, petrol and convenience outlets.

They come in a range of pack sizes beginning from late October till Summer 2016/17.

Coca-Cola South Pacific Group marketing manager Marina Rocha said: “This Summer our focus is on helping Aussies make those special moments even more enjoyable and the launch of Coca-Cola Ginger is the first step towards this goal.”

Adding a ginger twist to the original Coke taste, the new Coca-Cola flavour is said to be aimed at luring occasional and lapsed consumers of the soft drink.

The company expects that the new ginger flavour would disrupt the market while driving taste reappraisal across its entire range. It is also said to grow brand awareness besides increasing purchase consideration.

Coca-Cola Ginger has a distinctive packaging compared to other Coke products, featuring golden coloured labels and bottle caps to showcase its exclusivity.

The soft drinks giant has planned to push the new flavour through its social and influencer channels. Coca-Cola will also highlight it heavily across its multi-channel integrated marketing and experiental strategy throughout summer.

Rocha added: "We are confident the new flavour will be perfect for our audience, with research revealing that ginger is particularly popular during the Summer months.

"Introducing Coca-Cola Ginger to market is the ideal way to spearhead our exciting and unexpected Summer campaign that we're confident will capture the imagination of Australia."

Earlier this month, Coca-Cola South Pacific introduced a new 250ml bottle in the Australian market while backing it up with a marketing campaign named as 'In the Right Amount'.

Image: Coca Cola has launched a new ginger Coke flavour in Australia. Photo: courtesy of THE COCA-COLA COMPANY.