By Jane Lee
Recently, two leading beverage and food industry brands, Coca-Cola and Dunkin Donuts, announced that they will be bringing new (or at least mostly new) goods to consumers.
Coca-Cola has announced that they will be bringing back SURGE, a citrus flavored soft drink, due to high demand. According to the Coca-Cola Company, its SURGE was first introduced in 1996, and it has not been offered since the early 2000s. Jay Moye said, “Surge is Coke’s first discontinued brand to return to the market.” In fact, this relaunch of Surge is partnered with Amazon. Moye further mentions that the 12 packs of Surge will be sold only on Amazon, which will also be the first time for Coke to sell its product using e-commerce. “Teaming up with Amazon enables Coke to launch a brand online and closely monitor sales and inventory without taxing its distribution network,” said Moye. The company’s use of e-commerce has also drawn them to advertise through social media–@SURGE. It’s a new experience for Coke overall as they advertise and sell SURGE through new tactics.
Dunkin Donuts, another global food industry brand, has announced a trendy new doughnut that is not actually a full doughnut.
“Part Croissant. Part Donut. All Delicious.” This is the slogan that the global doughnut company is using to advertise to their customers. Dunkin Donuts decided to be “better late than never” by selling the famous Cronuts–croissant doughnuts–that many doughnut companies have been selling for quite some time.
The addition of new products almost always poses an interesting advertising challenge, so it will be interested to see how Coca-Cola and Dunkin Donuts’ new initiatives pan out.