Lemon taste, zero sugar and zero calories. This is Coca-Cola's latest idea, dedicated to the Italian market. In fact, the strategy for 2017 focuses entirely on the reduction of sugary substances present in carbonated drinks, to give Italy a new image of itself, in line with the new product, Coca-Cola Life, already presented during the Milan Expo in 2015 and containing with a lower amount of sugar thanks to the use of stevia, a natural sweetener.
Now comes the Lemon-flavored Coca-Cola: very often in Italy the most famous drink in the world is served with lemon (and ice), but from now on, for those who want it, there will be no need to ask for it. is added to the glass. "The main choice of the consumer remains the original product - explains Annalisa Fabbri, marketing director of Coca-Cola Italia - but we have invested 60% more in advertising in the variants with reduced, low or zero calorie content, precisely to encourage a more aware. On the other hand, one third of our revenues comes from this new type of product”.
