Coca-Cola has finally announced the launch of its much awaited Coca-Cola Blak on April 3rd, 2006. Well I have elaborated on the competition it would give to other premium beverages, content and also of the kind of publicity done for the beverage in my previous post on the beverage, but in this post I would report of the extent of publicity and the reasons you should go for the drink. As far as picking up the drink is concerned the Coca-Cola company claims that the drink is very refreshing due to the presence of caffeine and it carries only 45 calories, per 8oz bottle. As per Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America:
Coca-Cola Blak is a uniquely invigorating beverage that is full-bodied in flavor and as refreshing as you expect Coca-Cola to be. There is no other beverage available today quite like Coca-Cola Blak. Imagine the refreshing taste of an ice-cold Coca-Cola that finishes with a rich essence of coffee.
Only Coca-Cola can deliver that distinct combination of flavors.” The packaging is probably the first resealable version of Coca-Cola and the look is simply trendy with sleek contour and enervating graphics…imagine how enervating the drink would be. Well, warding off silly talks we can consider the marketing that was undertaken to promote this drink with its debut in the star-studded night of the 78th Annual Academy Awards® on ABC with a glamorous ad. The POParazzi ad as it was called will accompany other ads by the television, print and outdoor advertising, in-store displays, also giving a chance to the consumers to sample Blak. This beverage will be available in the grocery stores, convenience stores and supermarkets in individual bottles and four-packs all over the US.
Well as the strategy of the Coca-Cola Company remains same the only difference is the change of launch-venue from France to the US. This was a wise decision as the beverage will be accepted more in Paris as per prediction rather than in France, where coffee-drinking is imparted a different level altogether.
