Coca-Cola Australia has today announced the launch of Coca-Cola Raspberry.

The range, which rolls out to grocery stores in Australia tomorrow, joins ‘Plus Coffee No Sugar’ and last year’s Ginger in a growing list of new flavours released by the beverage giant in recent times.

“Introducing a twist of raspberry seemed like the perfect fit for the Australian summer,” says Coca-Cola Australia spokesperson Lisa Winn.

In keeping with the company’s commitment to reducing sugar in its products, Raspberry has 25% less sugar than Coke Classic.

Winn hints that there are more flavours on the way, too: “Australians can expect more exclusive and limited edition flavours in the coming year as we work to create new, delicious combinations to match the diverse tastes of our customers.”

Coca-Cola Raspberry will hit stands nationally tomorrow and will be available as a limited-edition product. It comes a month after its launch in New Zealand, which the brand refers to as a “success” in a press release.

The launch headlines the brand’s major summer campaign, which kicks off next month. The product mainly targets young adults and teens, with marketing activity focusing on the Australian summer. Promotion will be driven by social media activity, influencer engagement, targeted premium retail, out-of-home, PR and point-of-sale.

Influencers including Josh Heuston, Brianne Worth and Cyrus Vill attended a pop-up ‘summer fun studio’ where they created customised content to promote the launch and drive trial among teens.

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Further reading

• Coca-Cola teams up with The Salvation Army for Christmas Truck tour of regional cities and towns »
• Its June sampling campaign for No Sugar was its biggest ever »

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