Produced in Reunion by Brasseries de Bourbon, Coca-Cola opens a new page in its history with a new recipe extremely close to the original taste of Coca-Cola, but without sugar and without calories.
A different taste : this was the criticism made by some loyal Coca Cola consumers of Coca Cola Zero launched in 2016. The new Coca Cola Without Sugar meets their expectations while having the same qualities : sugar free, calorie free, but with the same taste. This product is being launched gradually across the planet. It has been a metropolis since last summer. Today it is the turn of the Indian Ocean to discover it, and Reunion is the first market in the region where Coca Cola Without Sugar is launched. The event is also found in the evolution of the visual identity of Coca Cola with in particular a much brighter red. This new product gave rise to an official and festive launch on March 18 by Stephan Cupidon, Senior Marketing Manager for the Islands and Malawi at Coca-Cola, and Aline Pequin, Marketing Director of Brasseries de Bourbon.
The recipe for responsible commitment
“With this new recipe, we want to reinforce the unique experience of a Coca-Cola Without Sugar, ensuring the best refreshing and taste experience, thanks to improvements that are the result of continuous investment in research and development. This launch of Coca-Cola Without Sugar is part of more global actions that we are taking to develop our recipes, help reduce sugar in our soft drinks portfolio and provide consumers with a choice of low and sugar-free drinks, without compromising the original taste of the drinks” said Stephan Cupidon. “Coca Cola is the best-selling drink after water” recalled Aline Pequin, before celebrating the seniority of Coca Cola’s Reunion partnership, dating from before the creation of the Brasseries de Bourbon, from the time of Soreg, over 60 years ago. “This new Coca Cola without Sugar is fully in line with Brasseries de Bourbon’s commitment to responsible consumption, which is also found in our range of alcohol-free beers,” also underlined the Marketing Director of Brasseries de Bourbon..
Appreci a li maintenan
Since many years, Coca-Cola improves its recipes and also innovates by offering a wide range of formats, introducing color-coded labeling and increasing marketing investment across its low- and no-sugar beverage portfolio. The new Coca-Cola Without Sugar is already available in points of sale in Reunion Island in a 50 cl PET bottle., 1.5L and 2L. With the message “Enjoy it now”, the marketing campaign for Coca-Cola Without Sugar is an invitation to consumers to discover the experience provided by this new recipe. The message of this campaign, which is aimed at both family audiences and young people, will be deployed on television, on the radio, in urban display, and on social networks with local Generation Z influencers who will share their opinions at the end of their tasting.
