With consumers at the heart of
“Collaboration between our Research & Development and Marketing teams has been at the core of this initiative. While these teams often partner, the quick and expansive market adoption we targeted demanded a deeper level of partnership and speed,” explained Bargagna. “Consumer understanding and continuous technical development had to occur side-by-side, including fast-paced testing of the product to come as close as possible to a
Bargagna, who won a
“Once we have what we believe to be a winning product, we have to push it to market hard, making consumers aware of all it has to offer. We can’t just put on the shelf and expect people to pick it up,” shared Bargagna.
Coca-Cola Zero Sugar’s launch included diverse media channels to create awareness, a new visual identify system to support the new product, aggressive product sampling with consumers – which is critical to taste adoption – sufficient distribution and execution at the point of purchase, and an appropriate price structure.
Marketing approaches, Bargagna noted, are slightly modified as needed market-to-market, as not all markets have the same level of acceptance for no-sugar beverages.
“There are markets where no sugar is becoming the norm. In others markets no sugar is growing very fast and becoming an accepted alternative, and then there are markets where it’s not fully accepted due to taste profile and the local consumer need for sugar,” said Bargagna. “Understanding our markets, and appreciating their differences, has contributed to
Greater expansion is underway for
Read about Jasmin Vinculado’s launch of