By Russell Parsons

Its launch was followed by a high-profile advertising blitz that stressed its low calories and “sweetness from natural sources”. Early signs were encouraging but then, as our analysis explains, things levelled out.

New products, particularly in FMCG, generally start strongly, fuelled by a mixture of price promotion and heavyweight in-store activity. Maintaining that early momentum, however, often proves more difficult, even for a company with the marketing might of Coca-Cola.

The company willingly made it even more difficult for Coke Life in March when it launched its ‘One Brand’ strategy in the UK and Europe. The tactic showcased its product range Read full story ›

Source: Marketing Week