Coca-Cola makes a big push into the coffee business - MARKETING Magazine Asia

Coca-Cola makes a big push into the coffee business

The giant that is Coca-Cola is planning to launch Coca-Cola Coffee in 25 markets by the end of the year.

The drink blends Coke soda with coffee in a bid to appeal to consumers who want less sugar in their drinks but more caffeine.

According to Mintel, Ready-to-drink coffee is the fastest-growing segment in the coffee category, growing 31% in 2016 and 2017.

Speaking to industry press, its CEO James Quincey said that “Coke Coffee was designed to reach consumers during specific occasions and channels like the mid-afternoon energy slump at work.”

According to reports, Kenya will be one of the first markets in the world to pre-launch Coke Coffee, and Ogilvy helped the company design an iconic visual to spark excitement, especially in a tea-drinking continent.

The agency developed an icon that merges Coke’s Dynamic Ribbon into the coffee bean which is frankly quite natural yet unique.

The audience is then left to make the connection. The advertisement will be seen in outdoor, print and instore posters in Kenya and soon will be rolled out to Uganda, Tanzania and Nigeria.

MARKETING Magazine is not responsible for the content of external sites.

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene