Friday, 8 August 2008

Coke campaign focuses on what's not in the drink

IW: "Just natural" hit the mainstream in a big way, a substantive indication in a sea-change of consumers opinions, at least in the UK.

Coke campaign focuses on what's not in the drink
LONDON: The famous Coca-Cola secret formula is becoming just a little less secret.For more than a century, Coke has fiercely guarded its recipe, created in 1886 by John Pemberton, a druggist in Atlanta who was trying to concoct a health drink. In recent decades the company has spun an aura of mystery around the formula - partly for competitive reasons, but also as a marketing tool.
In a campaign introduced last month in Britain, Coke divulged a few factoids about the formula. It has "no added preservatives or artificial flavors." Its mastermind, Pemberton, selected "the best spices from around the world." And the recipe has not changed in 122 years.
That final detail has cut both ways for Coca-Cola, which faced near-insurrection in the 1980s when it attempted to tinker with the formula but now must confront public perceptions that its flagship drink is unhealthy or unnatural.
"When we talked to consumers about Coke, we realized they didn't know that it has no added preservatives or artificial flavors," said Cathryn Sleight, marketing director of Coca-Cola Great Britain. "We felt it was important to reassure Coke drinkers of this fact."

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