Friday, July 5, 2013

Coke Wants You to Ditch Coffee and Drink Soda

If coffee is a staple in your morning routine, you might not like what Coca Cola is trying to sell you. For those “grumpus” who love their morning coffee, Coca Cola is asking that you ditch your morning coffee for soda.

With reports that announce soda consumption has been fading in some countries (particularly European countries), Coca Cola has recently launched a marketing campaign to promote its soda for breakfast. Coca Cola's mission is to add their soft drinks to our morning ritual drink categories that help us start our day. Essentially, Coke is telling you to say goodbye to juice, tea and coffee for breakfast, because it's time to Enjoy Coca Cola instead. (See what I did there?)

This new push of "Coke for breakfast" makes us wonder: Is this an appropriate match? Plenty of brands have been pushing their products to be consumed at different times of the day, wanting to change the product's traditional uses. For example, promoting eggs for dinner instead of breakfast. For some brands, it works well - it encourages consumers to enjoy the product in a different way. For others, it can be a complete mismatch. PepsiCo, for example, recently rolled out a new breakfast drink called Kickstart, made with 5 percent juice and an extra jolt of caffeine. While the juice might make you think it’s appropriate for breakfast, the extra caffeine depicts the beverage as an an energy drink - not the ideal way to start your day!

We hear it often: Breakfast is the most important meal of the day, with more individuals taking the time to enjoy it. So it should come to no surprise that Coca Cola wants to tap into our morning rituals. The question is: Will you let them?

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