Coke Life Brand Identity and Positioning

Coca Cola

Coke life – a naturally sweetened carbonated soft drink with reduce sugar.

Complemented TCCs established product line consisting of Coca-Cola

Coke life Substituted a portion of the sugar component with stevia leaf extract and contained 35 per cent less sugar than Coca-Cola classic

Target – Coke life is for adults looking for a great tasting coke but (one that has fewer) kilojoules and (is) sweetened from natural sources.

-Non- alcoholic beverage; Cola was dominating flavour, target towards tasted-oriented consumers, consumers in this segment values the strong, natural and pure taste of sugar (maybe cola life was health oriented consumer, this consumer segments values sugar-free healthy drinks that supported their healthier lifestyle).

No-sugar soft drinks targeted a hybrid consumer segment – consumers who valued both the sweet taste of soft drinks and their individual health. Coke zero and diet

All the other sugar free drinks were artificially sweetened using acesulfame potassium and/or aspartame (asparme was mainly made of aspartic and phenylalanine; some people had to avoid phenylalanine, as their metabolisms could not break it down.

Coke life – great Coca-Cola taste, sweetener with… 35% less calories

Controversial television ad showcasing TCCCs achievements in fighting abesity

Coke life completed TCCCs existing product line as a reduced-sugar version of coca-cola classic. Position: for adults looking for a great-tasting coke that was natural sweetened and had fewer kilojoules.

Physical – Legend bottle, branded  green, recycle bottle, folha, Coca-cola “plantBottle” a fully recyclable bottle production requires excessive

Personality – Happy, healthy,

Sweetness from natural source

Healthie

Life it suggests that it is also good for your life

Coca-Cola Life is an appealing option for those seeking a healthier alternative. Promoted as “green” and “natural,” the beverage is sold in a recyclable PlantBottle, made from 30% plant-based materials.

attract health - conscious customers

consumer demands for healthier, more sustainable options have been heard, a cola sweetened with cane sugar and stevia leaf extract and has 35% fewer calories than leading colas

Brand Identity – what brand managers would like the brand to be, what the brands strands for an d what makes it unique. The rand identity has to be aspirational, this means that it has to be ambitious and that it cannot be negative.

The brand can only have one identity; however, it can have different positioning for different targets. And it can have a lot of brand images. The smaller the brand image and the brand identity, the better the message is being delivered.