Global beverage industry leader Coca-Cola was bringing their newest innovation to Canadians – Coca-Cola Life. A response to evolving lifestyle choices and taste preferences, this exciting product features both Stevia and sugar as sweeteners, and offers a significant reduction in calories from Coca-Cola.
Long-time agency partner LPi Group was selected to lead the retail launch of Coca-Cola Life, creating all in-store merchandising tools to anchor displays across Canada. In the creative development process, we explored two distinct strategic directions.
The first featured Coca-Cola Life’s existing global core brand look and feel, with humanity in the moment as the focal point. The second concept was a product-centric layout, focusing on the iconic contour bottle in a natural setting, subtly connecting the Stevia sweetener used in Coca-Cola Life to a more organic environment.
Both concepts were evaluated by a third-party resource for communication effectiveness and impact on purchase desire, with the LPi concept being chosen by a wide margin.