Recent events to add new favors is a prelude to cannabis and hemp infused brands - SassyVanalli, SassyBerry, and SassyLite are ideas for a hemp-infused category. With the Big C taking "baby-steps" by adding a new taste to its Coca-Cola Classic trademark portfolio for the first time in more than a decade, the stage is set for venturing into "weed."
For now, the mindset of Big C explains its evolving theme. Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar will be available in grocery stores nationwide starting Feb. 25, according to the Atlanta-based beverage giant. It joins the likes of Cherry Coke and Vanilla Coke, which were added in 1985 and 2007, respectively. Orange Vanilla Coke will be sold in both 12-ounce cans and 20-ounce bottles. The company said the cans would only be available for a limited time — through May. A marketing campaign is set to launch in the coming weeks across TV, social, digital and outdoor avenues, and it will be a prominent brand on the ground around NCAA March Madness.
In Nov. 2017, the company launched two new flavors to its speciality portfolio — Georgia Peach and California Raspberry. Those flavors are sweetened with cane sugar and sit in Coca-Cola's premium beverage category. Orange Vanilla Coke, on the other hand, includes the Coke Classic recipe, which contains high fructose corn syrup, and is marketed and merchandised differently, said a Coca-Cola spokesperson.
The company said that after its profitable relaunch of Coca-Cola Zero Sugar in 2017, the trademark team began to explore additional growth opportunities. The Coke team also considered three other flavors – raspberry, lemon, and ginger — but focus groups preferred Vanilla Orange, the company said. Last summer, Coke Orange No Sugar launched in Australia, and Coke Orange Vanilla was available in Canada.
“What we realized is that we had a diamond in the rough when we looked at our flavors portfolio,” said Kate Carpenter, Coca-Cola's brand director, on the company's website. “The growth of Cherry Coke and Vanilla Coke – and their zero-calorie variants – has been really strong in recent years even with very limited marketing support.”
BIG C IS JUICING GENERATION Z
This addition to the Minute Maid lineup is vegetable juice with a blend of tomato, carrot, celery, cucumber and beet juices and will be available in stores the beginning of 2019. Consider this move as another "baby-steps" by adding a new taste experiment for ventures into "weed."
Coca-Cola has been leaning into the flavor variety over the last year-plus, most recently introducing two new Diet Coke options: Blueberry Acai and Strawberry Guava. In an attempt to attract the Millennial and Generation Z demographics, the company has made investments to expand its palate with a variety of funky flavors and names. They've also looked outside the company, such as with its purchases of French juice company Tropico S.A.S. and Australian kombucha maker Organic & Raw Trading Co. in September.
Look for a line of "Bitchy" brands by late 2019 if juicing works.