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Goodbye to sugar: Coca-Cola seeks to reinvent itself and chooses an Argentine agency for its global campaign

2021-05-14T16:51:41.582Z

The company wants to attract young consumers, more attentive to healthy options. Annabella quiroga 05/13/2021 18:38 Clarín.com Economy Updated 05/13/2021 6:38 PM With consumers increasingly interested in healthy products, Coca-Cola seeks to reinvent itself and stop being the queen of sugary drinks. To achieve this this year he is betting that his new product, Coca-Cola without sugar, will gradually become the market favorite. It is a risky move considering that although the



Annabella quiroga

05/13/2021 18:38

  • Clarín.com

  • Economy

Updated 05/13/2021 6:38 PM

With consumers increasingly interested in healthy products, Coca-Cola seeks to reinvent itself and

stop being the queen of sugary drinks.

To achieve this this year he is betting that his new product, Coca-Cola without sugar, will gradually become the market favorite.

It is a risky move considering that although the consumption of low-calorie beverages grows year by year,

the traditional version continues to lead sales

.

To convince the world to give Sugar-Free Coca-Cola a chance, the North American company

chose Argentine creatives.

Thus, the global campaign is in the hands of the agency Mercado McCann.

It is not a random choice.

The agency is led by Martín Mercado, who has been working for Coca for several years.

In 2002, the spot

for Everyone

that Mercado did for the soda became a milestone in world advertising.

Last year, from the agency, this spot was resigned with Para Todos in full pandemic, aimed at more than 200 countries.

Another advertising milestone was

Camaritas.

This spot

made it to the Super Bowl in 2013, becoming one of the most popular commercials. 

The best Coca-Cola of all?

This question is the trigger for the campaign, which through four spots invites consumers to dare to try the new Coca-Cola before discarding the idea.

“We set out to avoid the typical advertising formulas of launching new formulas.

And look for something that reflects the real disruption that the product is reaching in its own evolution.

Let people say, man, this change in formula is really going,

it's worth trying

", said Juan Pablo Lufrano and Nicolás Massimino, Creative General Directors of Mercado McCann.

In the presentation of the campaign for Latin America there was another Argentine touch: the performance of Rosario artist

Nicki Nicole

.

Nicki did a mini show with three songs, including Wapo Traketero, the same one that he played two weeks ago at the Jimmy Fallon show in New York, which for the first time opened the doors to an Argentine artist.

Healthy consumption

A can of soda of the traditional version contains

35 grams of sugar.

Coca-Cola has 500 brands and sells 1.9 billion drinks a day globally.

In the world,

the tax on sugary drinks is gaining ground.

It is already in force in Great Britain, France, Ireland, Catalonia and several cities in the United States.

To this is added that in Europe, the United States and other countries such as Canada and Australia,

restrictions on the sale of sugary drinks in schools or workplaces are

growing

.

Without higher taxes but with a strong labeling campaign forcing to detail the percentage of sugar in each product, plus the ban on the sale of these beverages in schools,

Chile

lowered the consumption of sugary drinks by 23%.

Adults in Argentina consume an average of

85 liters of sugary drinks per year

that contribute to the epidemic of overweight and obesity, and annually causes more than 800,000 cases of diabetes, heart disease, stroke, asthma and cancer according to research led by the Institute of Clinical and Health Effectiveness (IECS). 

In our country,

66% of adults and 33% of children are overweight or obese

.

The

global campaign to lower sugar consumption

 are a challenge for brands like Coca-Cola, and

the like changes in consumption of new generations, more permeable healthy products. 

In Argentina, 50% of the company's product portfolio is low or no calories.

In the country,

21% of sales are sugar-free or low-calorie drinks

.

From the company they detail that this participation has been growing at double digits for three years.

Sales of the diet variants of Coca were boosted from the launch of the Unique Brand Strategy, which the company implemented in 2016. This sought to give

more visibility 

in the gondolas to the low-calorie versions and, fundamentally , avoid the price differential that in retail stores ends up punishing those who want to take care of themselves.

The reinvention that Coca is betting on takes place in a complex setting.

In Argentina in the last two years, sales of non-alcoholic beverages fell 21%.

Last year was particularly hard for the sector since a good part of the consumption occurs in sales of kiosks or bars,

options that were reduced by the extension of the quarantine.

AQ

Look also

Labeling and Human Rights: protect health

As in soccer, advertising moves your pass market

Source: clarin

All business articles on 2021-05-14

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