USA - United Sodas of America

For the last few years, the carbonated beverages segment has been bearing the brunt of being seen as unhealthy and too sweet. Moreover, the battle of market share has largely been limited to two giants - Coca Cola and Pepsico.

Amidst the #Coronavirus pandemic, when companies think twice before launching a product, a New York based start-up company, United Sodas of America has launched a range of sodas that are extremely low on sugar and contain only 30 calories.

There is a total of 12 distinct flavors, ranging from Young Mango, Extra Peach, Pear Elderflower, Strawberry Basil, Orange Nectarine,Toasted Coconut, Sour Blueberry, Blackberry Jam, White Grape, Lemon Verbena, Gingery Ale and Cherry Pop.

I really like their #packaging. It has some nice, summery colours, simple fonts and minimalist #design.

Their website https://unitedsodas.com/ has also been designed with minimalism in mind. It is easy to navigate and right on the top of the home page, there is the option to shop for all the flavours, limited only to America.

I just wonder... if they become big and decide to expand beyond USA, would they still retain this name for their products?

COFFEE COLA

In line with their strategy to diversify and keeping innovating #Pepsi has just announced the launch of their Pepsi Cafe range. 

This special combination of #cola with #coffee will be a limited edition that would be launched in the US market in April 2020 and would be available in two flavors - original and vanilla.

What is interesting is that Coca Cola has a similar product called Coke Plus Coffee, which is available in a few markets but still not available in USA. 

Will we see Coca Cola moving fast and bringing their product in the US markets before the debut of Pepsi Cafe? It's a wait and watch game. 

However, this also will eat into the share of the cold coffee market, so we will see lot of action from the coffee players as well to protect their share.

GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.

COCA COLA ENERGY + FLAVOURS

Earlier this year, Coca Cola Energy was launched in a few select markets and it has slowly been rolled out to 25 markets globally. 

Based on the initial response, #Coke is now rolling out the launch of Energy in USA. This launch will be accompanied with an exclusive cherry flavour launch for the US market. There will also be the zero sugar versions for Energy and Energy Cherry that will be available.

It is interesting to see how #CocaCola is diversifying into multiple #beverage segments beyond carbonated soda.

What is also interesting is the fact that Coke has a 16.7% stake in the energy drink Monster's company Monster Beverages! This means that Coke will try to dominate this segment from all fronts.

The energy drink category will see much more action in 2020 and beyond. Market leaders like Red Bull will also be watching this entry closely and coming up with their own game plan.