Spilt milk for Coke ?
So Coca-Cola has had to withdraw sexist advertising for a new brand before it has even been launched. Wait a minute. What’s happening may be more radical than most people think. Here’s an alternative point of view.
Coca-Cola wants to build a more balanced brand portfolio with more natural, healthier, ideally nutritious products. It’s looking at milk. It needs to be bold. What if it created a milk that’s better than nature ?
For lots of consumers, the answer will be yes. What can you add to milk to make it better ? Well, 50% more calcium and protein sounds good. What can you take out ? 30% less sugar looks intelligent. And removing lactose will appeal to the 24% of Americans who are lactose intolerant.
Now, what is the most all embracing brand name you could wish for that’s not already taken? Ah, FairLife.
For the financial community, a premium price is attractive. And the international opportunity is potentially far greater, since lactose intolerance increases to over 90% of the population in parts of Africa and Asia.
As for the advertising, it made people look and started new conversations.
I suspect we may find FairLife has a lot to offer a very large number of households in time. Or I’ll drink my words.
Here’s to a white Christmas.