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Coke light's new taste evolutionary, not revolutionary
Coke light's new look and improved reformulation in South Africa, which includes revised packaging graphics and a differentiating visual identity, is part of a global initiative to standardise the Coke light brand worldwide. The move follows extensive quantitative research, during which local consumers confirmed their preference for the improved graphics and taste.
"Changing a formula is always a big decision," says brand manager Vanessa Adams, "But, we've done our home work and the research findings clearly show that our new taste gets the highest approval ratings from South Africans. It's also the one that's most likely to attract even more health-conscious consumers as regular users, while minimising any negative impact on existing drinkers."
Previously, some people indicated that Coca-Cola light had a 'pronounced aftertaste' and 'wasn't a real Coke'. To address these issues, three formulations were developed and tested. Each used the current sweetener system, but different cola flavours. Consumers gave one of these new flavour options their unanimous approval, prompting Coke light to make the change and re-launch the brand.
According to Adams, the new taste is "evolutionary, not revolutionary". Consumers are still promised a sugar-free soft drink that has less than one kilojoule per 100ml, but can now look forward to a more robust cola flavour and enhanced caramel taste.
Important role
Historically, consumers have played an important role in evolving the Coca-Cola light brand in South Africa.
Diet Coke was launched in South Africa in the mid 80's and was replaced with the new formulation Coca-Cola light in February 1999. Local research commissioned at that time indicated a growing consumer trend towards a more balanced lifestyle, and that Diet Coke drinkers preferred the taste of the new Coke light.
Since then, the brand has kept pace with evolving consumer needs and its success in doing so is evidenced by its double-digit growth domestically, according to The Coca-Cola Company. Last year, South Africa was the fastest growing Coke light market in the world, with the brand ranked as the third largest carbonated soft drink globally.
The new Coke light will be available in-store from June 2006. The new formulation applies to the original Coca-Cola light only, across the entire pack range, from the 200ml slim line can to the two-litre PET bottle. Coke light with lemon flavour, which was introduced to the market in 2004, remains unchanged.
