Coke says the new drink, which has been developed under the code name Coke Ultra, will have half the sugar, carbohydrates and calories of regular colas. The company has invested over a year in research and development to come up with the beverage, which will follow Pepsi's own mid-calorie launch in August.
Coke C2 will be backed by an advertising campaign through WPP Group's Berlin Cameron/Red Cell, which will include TV, radio, outdoor and online activity. Spend on the campaign has not been disclosed, however, Coke laid out $23m to launch its Vanilla Coke in 2002, according to TNS. Pepsi is also in the process of discussing ads for Pepsi Edge with its US ad agency BBDO Worldwide.
The launch is being widely seen as recognition that Diet Coke does not taste as good as regular Coke, a point alluded to in the statement make by Doug Daft, Coca-Cola's outgoing chairman and chief executive officer.
"Consumers are the true architechts of this idea. Coca-Cola C2 was created to specifically address their desire for a lower calorie cola with that great Coca-Cola taste. C2 will be available in bottles and cans, fountain and as a frozen carbonated beverage," he said.
Berlin Cameron/Red Cell won the Coca-Cola Classic account in February 2003 from McCann Erickson and has created the "real" campaign featuring Courtney Cox-Arquette and Penelope Cruz for the brand.
The latest television advertising to air in the US, however, has been Mother's "I wish" spot, created for the UK market. Coca-Cola GB declined to comment on when the product would roll-out into the UK.
The cola market has had a tough time recently, having to fight for market share against healthier drinks such as fruit juices and mineral water. Coke's own effort in this market blew up in its face in the UK when the fact that Dasani was made from processed tap water made front page news, and the beverage was later withdrawn after a health scare.
Some analysts have questioned the success of mid-calorie colas as a cannibalisation effect may thwart overall sales, with consumers switching to the new product from their usual variant.
Separately, it was reported this morning that Gillette's chairman and chief executive James Kilts, is emerging as the front-runner to replace Doug Daft at the end of the year.
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