Overview of Diet Coke Plus
Diet Coke Plus was reportedly an extension in the Diet Coke product which aimed to address controversial ingredients in Diet Coke through the infusion of vitamins and minerals. As revealed, it was introduced in 2007 and allegedly targeted health conscious consumers who were acknowledged weight watchers and overly zealous in nutritional contents of their beverages. The ‘Plus’ extension to the brand name was emphasized to include: “15 percent of the recommended dietary allowance (according to the US Department of Agriculture) of niacin, vitamin B6, and vitamin B12, and 10 percent of the allowance for zinc and magnesium” (de Mesa, 2007, par. 9).
The comments noted from the time it was launched until contemporary times were diverse, to include: its being allegedly ‘misbranded’ ; its being delicious ; “people didn't want vitamins in their drink, because the last thing you want to be reminded of while you're drinking artificial sweetener is the health-giving bounty of the natural world” (Williams, 2012, par. 8). Thus, the Diet Coke Plus provides one with the opportunity to propose a new set of marketing strategies to revitalize the product through addressing the following elements:
Target Marketing
Diet Coke Revitalized would be targeted to all health buffs and those who love carbonated drinks but would like to lose weight in the process. These population would be adults between that age ranges of 20 to 40 years old; busy; either trying to maintain a strict diet or trying to lose weight.
Repositioning
Rather than emphasizing the vitamins and minerals components that were the focus points of the Diet Coke Plus campaign; the Revitalized campaign focuses on the weight losing components. This would actually be repositioned in direct competition to Pepsi’s ‘Pepsi Special’ which was noted as “the fizzy drink is marketed as having a "crisp and refreshing taste," along with the ability to assist in weight loss” . It would be differentiated from the Pepsi Special drink in terms of ensuring that despite focusing on its weight losing ability, the Revitalized Diet Coke remains true to its original campaign of ensuring that the carbonated drink still contains the crucial dietary supplements needed and has effectively addressed comments of its not-so-good aftertaste; and that it assists in losing weight in the right places: adding the ‘weight chiseling’ advantage.
Product Management
The product packaging would be transformed to emphasize the Revitalized message with Weight Chiseling Component. This is most apt with contracting the latest model for their Diet Coke Ads: Marc Jacobs, as the Creative Director . It would retain its silver color of the can with the ‘Revitalized’ name baring a black and gold color.
Promotion
The promotional campaigns would coincide with the “the campaign (which) is entitled “Sparkling Together for 30 Years”” (Barbat, 2013, par. 2). Television, print, internet, and radio commercials would be used to re-introduce the Diet Coke Revitalized advertisements first in the USA and to further spread in countries all over the world.
Distribution
The current distribution strategy would be retained and intensified. As such, Coke has already started with a mobile campaign, to wit: “using mobile is part of Diet Coke’s 360-degree marketing plan to reach all users in its demographic” (Harnick, 2009, par. 19).
Price
The current price of a 32- pack with 12-ounces per can is $14.50 or just $1.21 per can. As
such, the Revitalized Diet Coke is planned to be marketed at $1.50 per can or $18 for the 32-pack, 12-ounces per can package. The slightly higher price would indicate a premium quality image due to the increased feature of adding a weight loss ingredient with the nutritional supplements by which it was originally known for.
References
Baker, K. (2012, August 8). How Diet Coke Became the World’s Liquid Crack of Choice. Retrieved from Jezebel: http://jezebel.com/5932860/how-diet-coke-became-the-worlds-liquid-crack-of-choice
Barbat, F. (2013, February 6). DIET COKE ENLISTS ITS NEWEST HUNK: MARC JACOBS. Retrieved from Branding Magazine: http://www.brandingmagazine.com/2013/02/06/diet-coke-the-hunk-marc-jacobs/
de Mesa, A. (2007, June 4). Diet Coke Plus. Retrieved from Brand Channel: http://www.brandchannel.com/features_profile.asp?pr_id=338
Harnick, C. (2009, September 22). Coca-Cola’s mobile lifestyle program returns for second season. Retrieved from Mobile Marketer: http://www.mobilemarketer.com/cms/news/video/4222.html
Hitti, M. (2008, Deceber 23). FDA's Letter to Coca-Cola Isn't About Any Health Risks; Coca-Cola Stands By Its Label. Retrieved from News Channel 9: http://www.9wsyr.com/webmd/drinks/story/FDA-Calls-Diet-Coke-Plus-Misbranded/E7fhsr1nAEeXPZxxVHrB-w.cspx
Oaklander, M. (2012, November). A Fat-Blocking Soda? Retrieved from Prevention: http://www.prevention.com/food/healthy-eating-tips/pepsi-japan-markets-weight-loss-soda-blocks-fat
Williams, Z. (2012, August 7). Diet Coke at 30: what is its enduring appeal? Retrieved from The Guardian: http://www.guardian.co.uk/lifeandstyle/2012/aug/07/diet-coke-30-enduring-appeal
