The drink is now available in countries like Australia, Italy, Spain, Thailand, and Poland. Coca-Cola even plans to launch the product in 25 other countries by the end of 2019.
Coffee is undoubtedly one of the best things in life. How do people go a day without drinking is beyond me. And I'm sure most Americans would agree on it. Well, that's exactly what the global Coca-Cola brand is banking on as the company may be reintroducing a caffeine-induced drink as they believe the U.S. market is finally ready. As reported by CNN.
Now this move comes after Coca-Cola launched Coca-Cola Blak, a coffee-flavored version of its signature product. However, lifelong fans of the company did not really fancy the product and the beverage was a big failure. They stopped selling the product within two years after it launched in 2006.
Nancy Quan, the company's chief technical officer, believed that the product failed because of bad timing. "That was a trend before its time," Quan told CNN Business. "I don't think people were ready to have a coffee portfolio within the Coca-Cola brand."
However, thanks to the changing trends, the brand thinks people are now ready for it. And hence, Coca-Cola might just bring back Blak pretty soon, well sort of. And Coca-Cola isn't new at trying out coffee-induced drinks. They have had quite a few similar beverages like Coca-Cola Plus Coffee or Coca-Cola With Coffee that are sold across the globe. Although here's a little secret -- the new product will have more real coffee than Blak did.
Another cupboard find. Obsolete bottle of Coco Cola Blak - still sealed. pic.twitter.com/lV8vsyjBSx— Jo Stoll (@dustjunkie) March 27, 2013
Meanwhile, Javier Meza, Coca-Cola's global chief marketing officer of sparkling beverages told CNN Business he believes "that there's going to be a space for a Coca-Cola With Coffee" in the United States. He added that the new product might just hit the stores in the US by next year.
The company has already seen the response in the international markets has been really good. The drink is now available in countries like Australia, Italy, Spain, Thailand, and Poland. The company even plans to launch the product in 25 other countries by the end of this year.
And that's not all. Coca-Cola has been trying to up its game in terms of strategizing. They even partnered up with Netflix to celebrate Stranger Things Season 3 and released a product known as "New Coke," which contains an alternate formula. However, here's an interesting fact -- it was first introduced in 1985 but failed miserably. But now, the company looks forward to ensuring that failed projects do not mean it's all over.
Being one of the biggest companies in the world, Coca-Cola North America's senior VP of marketing, Stuart Kronauge believes that it is important to innovate their products. "Maybe a while ago we wouldn't have done this," he told CNN. "But we're changing and trying to innovate in ways that are beyond traditional new products. This is a cultural innovation."
If you remember Coca-Cola has shown interest in coffee beyond their products. The company just acquired European coffee chain Costa Coffee last year and the deal was closed in 2019. "Coke really believes they need to be in coffee in a big way," said Macquarie analyst Caroline Levy. "They're going to come at it from lots of different angles and figure out what works."