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
