潜水简报:
- Coca-Cola将释放2020年3月，一个新的闪亮水品牌称为Aha。新饮料标志着自2006年以来的首次新的新品牌发布。
- 该团队在登陆o之前从800个潜在口味的初始列表开始n eight combinations: Lime + Watermelon, Strawberry + Cucumber, Citrus + Green Tea, Black Cherry + Coffee, Orange + Grapefruit, Apple + Ginger, Blueberry + Pomegranate and Peach + Honey. Two of the flavors will include 30 mg of added caffeine.
- Aha will replace Dasani's sparkling water brand in retail locations.Dasani Sparkling will continue to be available on Dasani PureFill dispensers andCoca-Cola自由式机器。
潜入洞察力：
Sparkling water has moved from a niche category to a powerhouse beverage that has grown at such a fast clip it has outpaced the growth of still water — America’s most popular beverage category by volume since 2016 — six-fold. In 2018, bottled sparkling water volume grew by 26% while the still water category grew by 4.2%, according todata from Beverage Marketing reported by CNBC。
But Coca-Cola thinks the category needs more innovation. That's why the company spoke to thousands of consumers to develop Aha's prototype, which was done in about six months. Coca-Cola North America's Sparkling Water DirectorJulie Siwemuke said in the release there are "unmet needs" in the category, and Aha hits on those with its interesting flavors and colorful branding.
虽然公司看到了未满足的需求，但AHA将面临着升天水域的竞争。报道，一家使用天然水果调味料的起动闪闪发光的水公司Spindriftsales soared 800%从2016 to 2018. Pepsi's bubly,which launchedlast year, features Instagram-worthy cans and no artificial flavors or sweeteners — contrary to market leader LaCroix.
不达到新风险的品牌持平的品牌。Analysts citedlack of meaningful innovation and inexperience as reasons that National Beverage Corp., which owns LaCroix, saw its stock reach a 52-week low this summer. The company cut its price target on the stock by 20% after already体验一滴in share price.MarketWatch报道National Beverage has seen its stock lose 56% of its value in the last year.
Likewise, Coke has not seen expected levels of popularity for its Dasani Sparkling line, which launched in 2014. Although the soda giant quoted Nielsen data showing 27% sales growth in Coca-Cola North America's sparkling water brands, much of that looks to be driven by its Smartwater and Topo Chico brands asDasani Sparkling has only eked out a meager market share of just 2.5%根据华尔街日报引用的井法戈分析师的统计数据，根据10月5日的四周。
Wary of the lessons that LaCroix and Dasani Sparkling have to teach, Coke is trying to position its new brand as fresh and original. Instead of folding the brand under another of the company’s familiar household names, Coke chose to launch an entirely new line to differentiate it from the legacy soda giant and paint Aha as more of an independent and innovative line. That move could give the brand a chance to stand out in a crowded market.
为了帮助睁眼品牌，焦炭选择使用异常的味道配对来突破玻璃体浆果和柑橘类味道。但是饮料巨头真的迈出了飞跃，将咖啡因添加到两种新的口味中。通过向其闪亮的水添加颠簸，焦炭跨越线条，使其闪亮的水是功能性饮料。这可能是一种聪明的举动，因为冷酷，闪闪发光和含咖啡因饮料已经被证明是非常受欢迎的，如被证明的meteoric rise of cold brew和energy drinks在过去的一年。
除了将一些新的想法注入AHA的推出之外，可口可乐还具有稳健的供应链的明显优势，它可以通过它分配其新线路。即使是长达市场的LaCroix也会遇到这种广泛的分销网络，特别是如果AHA捕获。然而，作为这种延迟的空间，可口可乐仍然会有一个陡峭的攀登来到达类别的顶部。
