Friday, July 10, 2020

Coca-Cola North America launches first new brand in ten years

Coca-Cola is adding a new beverage to its North America portfolio with the forthcoming launch of a caffeinated sparkling water brand.

The new AHA brand launches in March 2020 in eight fruity flavours, all of which have no calories as the company looks to meet changing consumer demands and tackle category competition.

The new sparkling water brand’s unexpected yet accessible flavour pairings, vibrant packaging and fresh marketing will meet evolving consumer demands and cut through a crowded category that continues to grow at double-digit rates.

This is the first major brand launch in ten years for Coca-Cola North America following the 2006 launch of the Gold Peak tea brand.

“As the largest and fastest-growing part of the water business, mainstream flavored sparkling water is a segment we know we must double-down on,” said Celina Li, VP, Water, Coca-Cola North America. “AHA is our big-bet brand in this big-bet category.”

Extensive research and consumer insights informed the development process that brought AHA from concept to prototype in just over six months.

“There are unmet needs for consumers in the category today, both for those who don’t drink sparkling water regularly today and for those who do,” said Julie Siwemuke, Sparkling Water Director of Coca-Cola North America.

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