Green Cola is a unique beverage which combines the great taste and enjoyment of cola with natural ingredients. The recipe is the answer to the growing consumer need for refreshments that support a healthier and more balanced lifestyle; it contains stevia leaf extract sweetener, natural flavors and natural caffeine from green coffee beans.
Our marketing strategy for Green Cola had to be built around its unique positioning in a market category that has seen a lot of disruption in the past few years. With the familiarity of a traditional soda, but without becoming a sparkling water or kombucha, Green Cola refuses to compromise on enjoyability and taste for soft drink consumers who need a healthier alternative.
Our strategy really focused on how to best decrease the feeling of risk in regards to a consumer ordering a beverage product they probably haven't tasted yet. This meant that on social media, we needed to (1) utilize the increased trust in influencer opinions to help generate new customer adoption, (2) continually callout health attributes of Green Cola in new and visual ways to entice consumers looking to make healthier purchasing decisions, and (3) showcase the human side of the brand to showcase the enjoyment, playfulness, and excitement that the product generates.
Our strategy really focused on how to best decrease the feeling of risk in regards to a consumer ordering a beverage product they probably haven't tasted yet.