The non-alcoholic soda category is the domain of big brands. At first glance, it may seem overwhelmed with […]
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The recent news that Coca-Cola is planning to streamline its brands into a cohesive whole makes for interesting reading. Consumers are used to seeing four separate Coca-Cola products on the shelves and attaching different attributes to each. If you want no sugar you go for Coca-Cola Zero, or if you want the authentic experience then you plump for the original red can. With such instant recognition for its products, some would question why Coca-Cola is bothering to do this at all.
To appeal to different categories of consumers effectively, some brands use different promotional concepts for similar products, tailoring the positioning to the tastes of target audience. The iconic carbonated drink Dr Pepper has finally launched its Dr Pepper Ten, a 10-calorie soft drink, which has been testing on the U.S. market since early year, across the country. Basically, the new product is another version of the brand’s diet drink (though, with its calories and sugar it differs from Diet Dr Pepper, 10/2 in Dr Pepper 10 vs. 0/0 in Diet), but its low calorie background was not highlighted here since, as researches state, male shoppers don’t think that diet products are ‘manly’ enough.