Flagging Coca-Cola re-release Vanilla Coke while eyeing Pepsi up
Coca-Cola is one of those companies that you always assume will be top dog in their field, however, things aren't going so well for them (relatively). In a bid to regain interest in the brand, they're re-releasing Vanilla Coke after a 6-year absence.
The company claims that there's been a "noticeable" demand from fans of the drink, which means we'll soon be flooded with social media adverts, billboards and TV spots telling us how wonderful their pop is.
Zoe Howorth, Marketing Director for Coca-Cola Great Britain says: “There has been huge consumer demand for the return of Vanilla Coke so we were really excited about bringing back the variant to the Coca-Cola family. It’s the product that consumers ask us to re-introduce most frequently and we’re excited to be able to do so, whilst marking the tenth anniversary of flavours.”
No shouts for Tab Clear, that astronauts drink? Either way, this has come about for one reason: Pepsi are stealing a march them.
Sales of all variants of Coca-Cola fell 3.3% during the year while all the Pepsi variants increased by 7.4%. Advertising has been key, with Coca-Cola looking outdated with their dreadful Diet Coke abs-verts, while Pepsi have tuned in with ver yoof, utilising the popularity of Beyonce, Nicki Minaj and successful music marketing 'Live for Now'. Cross promotions with Doritos have also tapped into our need to want to stay inside, away from that dreadful weather.
Pepsi are also outperforming Coca-Cola in pubs and clubs... so is Vanilla Coke really going to make a dent in Pepsi's sales?