Coca-Cola hopes to bring new fans into the energy drink category next year with the U.S. launch of Coca-Cola Energy, an approachable and appealing option offering the kick people want with the great Coke taste they love.
Coca-Cola Energy continues the Coke brand’s recent track record of innovation in the U.S. and is one of several new extensions in the pipeline.
The rollout supports Coke’s ongoing efforts to deliver more beverage options that meet changing preferences, lifestyles and tastes. It’s also an example of the company’s commitment to move quickly, take intelligent risks to bring more drinks to the shelf, and “lift and shift” innovations around the world.
Coca-Cola Energy debuted earlier this year in Spain and Hungary, and is currently available in 25 countries including Great Britain, Ireland, Spain, Germany, Holland, Norway, Sweden, France, Belgium, Romania, Hungary and Australia.
As a total beverage company, we’re constantly looking for ways to evolve our portfolio and bring people the drinks they want – in a range of categories and package options. Coca-Cola Energy was developed by listening to people who told us they wanted an energy drink that tastes more like Coca-Cola than a traditional energy drink.
Research shows that people are open to trying energy drinks, but are hesitant to give these products a try because of unfamiliar brands touting unfamiliar ingredients.
People are busier than ever. They don’t just work from 9 to 5 and call it a day. Their lives are full, and they’re doing so many more things after “work.” Coke Energy offers great-tasting energy to do the things they need to do, but also the things they want to do.
Indeed. The energy category is still led by full-calorie options (approximately 80%), but we’re seeing zero-calorie options are driving a lot of the growth. We’re confident that our zero-calorie options – and our inclusive brand – will appeal to an even broader audience. We will bring Coke Energy to market differently than people are used to seeing from Coca-Cola or other energy drink brands. Stay tuned!
Americans love Cherry Coke! The brand has a cult-like following here. Since our ambition is to bring Coke drinkers into the energy category, what better way to do so than with an extended Coca-Cola Energy range built on the great taste credentials of a flavor people recognize, trust and love.
It shows the potential of the Coca-Cola brand to deliver new and exciting tastes people love, both with and without calories. The success of Orange Vanilla Coke is one great reminder that people love the Coca-Cola brand and the recent innovations we are bringing to market.
With Coca-Cola Energy, we are giving people even more reasons to reach for a Coke. Coke Energy is a disruptive proposition that will push Coca-Cola to places it hasn’t been before. Next year will be another big year for the brand in the U.S. with the launch of Coke Energy and Cherry Vanilla Coke and Cherry Vanilla Coke Zero Sugar. Our fans have told us they want and expect innovation from Coke, so we’re delivering.