Coca-Cola limited editions under fire

Retailers have criticised Coca-Cola for investing 2.5m promoting its limited edition variants because the products are a “waste of time” and have little impact on sales.

Diet%20Coke%20LimeRetailers have criticised Coca-Cola for investing £2.5m promoting its limited edition variants because the products are a “waste of time” and have little impact on sales.

The comments come as Coca-Cola prepares to launch Coke Orange next month.

The new product aims to reinvigorate interest in the declining carbonates market. It will be available for three months as part of its Coke Side of Summer campaign.

One retail source says: “They are a waste of time and a pain in the neck. I don’t know why Coke bothers with them.”

In the past, retailers have called for Coke and its rivals to reduce the amount of time that limited edition drinks are available. Sources say that a month would be long enough as the products are only aimed at “keeping up brand awareness”.

One insider adds: “Limited editions have very little impact on sales. We will stock them but it’s just a case of getting them in and out quickly.” Limited editions such as Coke with Lime have initially boosted sales but have rapidly tailed off, although Coke maintains that the strategy boosts interest in the carbonated market.

It adds that Coke with Lime was a success and a significant amount of launch sales represented new customers.

Coca-Cola Orange will be available in 330ml cans and 500ml glass bottles.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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