Coca-Cola: Will Coke Plus Coffee Change Consumer Conception?

Coca-Cola launched a new Coke Plus Coffee in China this summer. It got a lot of attention from coffee and Coke lovers.

The Chinese Coke Plus Coffee ad expresses: "Three points incense, seven points cool, and ten points (very) energetic." It interprets that this new drink smells like coffee, tastes like coke, and feels like a refresh.

So is it a coffee-flavor coke or a coke- flavor coffee? According to Delish food news, instead of simply being coffee-flavored Coke, the brand reformulated the drink to contain actual coffee, raising the caffeine quantity above regular Coke's 45.6mg.

Some Chinese Coke fans created fun product reviews by comparing the regular Coca-Cola add instant coffee with Coke Plus Coffee. In one review, a fan described that Coke Plus Coffee has a strong coffee smell and taste, but the regular Coca-Cola plus instant coffee taste more like coke. Personally, this guy preferred the DIY one.

It is an interesting experiment. Of course, even though the same product, the tastes could be different.

As we know, Americans love coffee and soda drinks. Will this new drink change customer conception of the brand?

The Coke Plus Coffee appeals to consumers who want less sugar in their drinks but more caffeine. It was designed to fulfill more mid-afternoon energy. (P.S. Would people get a good sleep if they drink it in the afternoon?)

According to Mintel, ready-to-drink coffee is the fastest-growing segment in the coffee category, growing 31% in 2016 and 2017, and chilled coffee drinks such as cold brew are also growing in popularity with consumers.

In the market, we could see Starbucks, Dunkin' Donuts cold-brewed and other branded bottle coffee everywhere. It clearly targets the cold-brewed or room temperature coffee drinkers who want to drink the coffee anywhere and anytime.

Soda beverages are everywhere, too. Like Coca-Cola, Pepsi, and other branded beverages could bring a refresh feeling for consumers. People love to drink soda beverages whenever they want to.

This time, Coca-Cola combined coffee and Coke together. It seems that they target consumers who love both, but the effect of this drink is to replenish energy. Now, it sounds like coffee plus Coke become one kind of energy drink. Therefore, Coke Plus Coffee is not only competing with coffee products but also competing with energy drink products.

Probably, many consumers are excited about this new drink, but at the same time, they are also confused. Will consumers like this new idea of the drink: less sugar, more caffeine, and more energy? Will consumers accept the new taste of the coke? It is hard to say.

I am a coffee drinker and also a Coke fan. When I heard this new product, the first thing come to my mind is strange. Even though many Chinese people are sharing this hot product, I don't feel that excited at all. I love to drink hot-brewed coffee in the morning to wake me up and to have a diet Coke in the afternoon to refresh my mind. Coffee is coffee, Coke is Coke.

It may be a popular product right now, but it may never replace coffee and Coke in the long run because the traditional taste is unforgettable. And consumers living habits are also hard to change. Coke Plus Coffee may bring a new consumer conception, but it may not change consumer behavior.

Reference:
https://www.delish.com/food-news/a27683284/coca-cola-coke-coffee-us-launch/
https://www.cnbc.com/2019/04/23/coca-cola-is-making-a-big-push-into-coffee.html

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