The Coca-Cola Firm on Tuesday (Feb. 18) launched Merely Pop, its first entry into the prebiotic soda class, per particulars shared with Advertising and marketing Dive. The brand new beverage line comes because the marketer seeks to capitalize on a marketplace for prebiotic sodas that’s estimated to develop to $3.5 billion by 2032.
“You would need to be below a rock… to not have seen the expansion that’s taking place within the prebiotic soda house,” mentioned Terika Fasakin, senior director of brand name advertising and marketing for Merely.
Merely Pop consists of six grams of fiber for intestine well being and Vitamin C and zinc for immunity assist. The extension of the Merely beverage line launches in 5 flavors — strawberry, pineapple, mango, lime, fruit punch and citrus punch — that can be accessible later this month at retailers in choose areas and on-line nationwide through Amazon Contemporary.
The prebiotic soda market is pushed by upstart manufacturers together with Poppi and Olipop, the latter of which is now valued at $1.85 billion after its newest funding spherical. Prebiotic sodas have grown in reputation as shoppers more and more attain for better-for-you drinks with useful advantages, particularly post-pandemic.
“We see shoppers’ wants are evolving,” Fasakin mentioned. “How will we meet our shoppers the place they’re at with the merchandise that they’re asking for?”
‘The juicy new soda’
The launch of Merely Pop was knowledgeable by in-depth client ethnographies throughout the U.S., together with on-line focus teams and in-person client teams. Coca-Cola discovered the class solely has about 20% market penetration, so the corporate sought out shoppers who’re interested in prebiotic merchandise however hesitant to buy.
The suggestions was a reminder that, in the case of drinks, style is king. Coca-Cola got down to ship a useful beverage that was additionally fruit ahead and determined to launch the brand new providing below its Merely model. Launched in 2001, Merely now has greater than 20 choices, together with extensions into alcoholic and mixer classes, and already has important fairness with youthful shoppers.
“Gen Z grew up with Merely. So whereas millennials or different demographics didn’t at all times have Merely within the family, this model has a lot love and fairness,” Fasakin mentioned. “We lean into that Merely fairness and heritage [on packaging] as a result of it delivers such top quality, great-taste expectations.”
Merely Pop can be positioned as “the juicy new soda.”
Courtesy of Coca-Cola
Model fairness round fruit-forward taste is anticipated to drive the advertising and marketing for Merely Pop, which can be positioned as “the juicy new soda.” The advertising and marketing technique can be digital and experiential first, with out-of-home, influencers, paid media, social media and loads of “liquids to lips” sampling. As well as, Merely Pop in early Q2 will associate with women-focused media platform Pricey Media for a podcast tour centered across the “juiciest” popular culture.
“Our client goal is Gen Z and millennials,” Fasakin mentioned, including that the workforce has pushed itself to “present up in another way.”
The launch of Merely Pop additionally comes as prebiotic manufacturers enter their very own soda wars: Poppi just lately confronted backlash for a viral stunt round its Tremendous Bowl marketing campaign, whereas Olipop has taken purpose at PepsiCo’s Mountain Dew. For a brand new launch from Coca-Cola — no stranger to sparring with its rivals — the secret’s being disciplined about remaining true to the Merely model.
“This model has constructed its popularity on being genuine and constant. We’re dedicated to persevering with to foster real client relationships,” Fasakin mentioned. “We don’t imagine there’s a shortcut to constructing that credibility.”
