Coca-Cola picks UK for global debut of Lemon variant

by Mark Sweney, Marketing 05-Apr-05, 08:30

LONDON - British consumers will be the first in the world to try a new variant of Coca-Cola when the company takes the unprecedented step of launching a limited-edition lemon flavour this summer.

The rollout is the first time the soft-drinks giant has launched a limited-edition spin-off from the core brand in the UK, and comes as it tries to reverse falling sales. The Coke brand saw sales slide by 6% to £494m last year, according to ACNielsen, while rival Pepsi's dropped 8% to £80m.

Coca-Cola with Lemon will target the peak summer sales period. According to Coca-Cola GB marketing director Julia Goldin, the launch reflects consumer desire for greater innovation.

The variant, which will be considered for other markets, will be backed by a multimillion-pound ad campaign created by Mother.

Pepsi launched a lemon variant, called Pepsi Twist, in 2002, but withdrew the product late last year following poor sales.

There is already a lemon variant of Diet Coke, but that is considered a separate brand by Coke.

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