Coke tests non-diet Lime variant

Coca-Cola is to spend £1.5m launching Coke with Lime in a green bottle later this month.

Coca-Cola is to spend &£1.5m launching Coke with Lime in a green bottle later this month.

The drink is initially planned to be a limited edition, which will be on shelves throughout the summer.

Diet Coke with Lime is a cornerstone of the company’s permanent portfolio and is worth &£4m. But Coke believes the full-fat alternative – aimed mainly at men – will attract new consumers, and has signed off a new television ad which features a scientist in a lab with a bottle of Coke and a lime, trying to work out how to mix the two.

According to TNS Superpanel, Coke’s brand extensions account for 160 million drinks sold every year.

A retail source believes the product will sell very well for a short period of time and says: “As a stockist looking to sell the product we have to get in fast and then get out again. Coke with Lime will do well at first as consumers give it a try, but you can find yourself with stock hanging around after the summer.”

Meanwhile, the Coca-Cola company in Atlanta has promoted overseas chief Muhtar Kent to executive vice president, strengthening his candidacy as a successor to chief executive Neville Isdell.

Kent was promoted in January to oversee all Coke’s operations outside the US, which account for $15bn (&£8.6m) in sales and 80% of its profits.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here