The Coca-Cola Company has launched Sprite Lymonade, a new beverage which adds a subtle splash of lemonade to the lemon- and lime-flavoured soft drink.
Available in the US, the beverage is made with 1% juice and has been created in response to the popularity of sparkling lemonade.
The Coca-Cola Freestyle beverage dispenser – which lets consumers mix and match drinks and flavours –had a hand in fueling the Sprite innovation pipeline. The fountain dispenser inspired the 2017 launch of Sprite cherry and Sprite cherry zero when data showed people were adding a shot of cherry flavour to the lemon-lime sparkling drink. Similar insights pointed to an affinity for fusing Sprite and lemonade.
“As we started to develop and taste test it, we realised we had a hit on our hands,” said Ryan Hughes, associate brand manager for Sprite. “Lymonade deliciously marries the sweet, crisp notes of Sprite with the tart-yet-smooth finish of lemonade.”
More than 20 flavours were trialed before the product development team settled with Lymonade, which is said to offer a “tart taste twist”.
A full marketing campaign will promote the new variant, including a TV spot featuring hip-hop duo Rae Sremmurd and a social media campaign capturing fans’ first sips. Sampling events are booked for college campuses and music and sporting events across the US.
“This is unlike anything we’ve ever done before with the trademark – Sprite Lymonade has a unique name, taste and look – so we want to make sure we educate consumers and build awareness about this brand,” Hughes said. “We think we’re on to something really special with this cross-category innovation, so we’re backing the Sprite Lymonade launch with a full media programme.”
Sprite Lymonade is available in the US in 20oz PET bottles. Coca-Cola Freestyle machines will also begin pouring Sprite Lymonade this month in a variety of flavours including peach, strawberry and raspberry, along with zero-calorie versions.
SOURCE : FOODBERV
By
