Some products and brands remain popular over a very long time, while at the same time innovating and developing new tastes. We caught up with Tracey Evans, Head of Marketing at Coca-Cola Oceania, to find out more about the evolution of products within the Coca-Cola range.
“People do have their favourite products, and our role is to provide consumers with the choice and options they need – every drink in our Coca-Cola range serves a need and has an important role to play,” says Evans.
“For example, Classic Coke has been around a very long time, (since 1886), and has a very wide base of fans. Think about this brand going strong for 132 years – it’s quite amazing!”
What is the secret to Coke’s success?
“The secret for any successful product, first and foremost, is it’s got to taste great because there’s no compromise on flavour. Coke just hit the nail on the head 132 years ago,” says Evans.
How has the brand changed over time?
Evans explains: “Diet Coke was introduced in the 1980s, for people who want a lighter taste, and it’s still going strong. We’ve since added Coca-Cola No Sugar, which we think is our best-tasting sugar-free cola, for people trying to moderate their sugar intake but who want the taste of classic Coke. We’ve also developed Coca-Cola Stevia No Sugar for people who are looking for the full taste but want a natural sweetener, something that’s becoming increasingly important for many people.”
How important are healthier options these days?
Evans says: “Around a third of our products now are no- or low-sugar, to cater for the increasing demand for healthier options, and we’re constantly developing and refining our products as people’s tastes change. I think we’ve got the right balance of products and choices for every taste, but it’s important to keep innovating. Innovation is critical to what we do.
What’s next?
“As technology changes and allows us to develop better products and refine tastes even further, we’ll continue to do so – just as Coke Life has been succeeded by Coca-Cola Stevia No Sugar, using the latest technology that’s enabled us to extract a different part of the stevia plant. Although it’s very early days, I’m confident Kiwis are going to love it, and I urge everyone to try it!
“Above all, we never take our popularity for granted. People’s preferences and tastes are constantly changing, and we make sure we listen to our customers. Any new product only lasts as long as consumers enjoy it,” says Evans.
How do you build brand loyalty?
“If you want brand love, you have to have a strong emotional connection with your customers. You need to have relevance in their lives and satisfy a genuine need. We get letters from consumers about how much they love our products. It’s fabulous that people have formed such a connection with the brand. You certainly see that passion when speaking to customers,” says Evans.
