Lift is getting a makeover, which has been developed specifically for the Australian market. To raise awareness the brand has launched a multi million-dollar marketing push.
Coca-Cola South Pacific has launched 'Lift Hard Hitting Lemon', a brand new formulation which is being introduced to shift the perception of the Lemon Flavour offering in market.
The new product offers Aussies a full bodied lemon drink with sharper taste, more bite and a sugar content now at 8.4g/100ml. New Lift is tailored specifically for the Australian market and will replace the current Lift drink.
As a result, this new offering has been designed to disrupt the market by providing a bolder, better taste. The strength and bitterness of the drink is intended to appeal primarily to males aged 35 and above, with the overarching campaign encouraging consumers to 'ditch the soft stuff' and opt for 'Lift Hard Hitting Lemon'.
To encourage trial and raise awareness, the launch will be supported by a fully integrated multi-million dollar marketing campaign that includes multi-channel executions across social media, digital platforms, out-of-home and in-store retail activations.
In addition, Coca-Cola has partnered with the AFL and Triple M as part of a strategy to connect with sports fans and reinforce the product's Hard Hitting proposition.
Sampling activity will also take place at a number of major sporting stadiums across the country, including the MCG, SCG and GABBA, as well as at the AFL Grand Final live site, to put the product into the hands of sports fans.