Coca-Cola is set to introduce Sprite Zero in India through e-commerce mobile app Grofers. (Photo : Reuters)
In a surprising move, the Coca-Cola Company is set to introduce Sprite Zero in India through e-commerce mobile app Grofers as the beverage corporation has shifted from large servings to smaller cans and bottles.
Coca-Cola has normally debuted new drinks through deliveries to various stores, and the partnership with Grofers in initially distributing Sprite Zero is a new marketing technique for the company.
Grofers, which is a mobile app that also specializes in grocery deliveries, will take care of Sprite Zero orders in India and give the drinks to people who ordered the lemon and lime-flavored drink, according to The Economic Times.
Once the consumers receive the beverages, Coca-Cola will utilize the initial feedback to modify Sprite Zero in a bid to effectively release the best version in terms of price and taste.
In India, Sprite has been the top-selling aerated drink that has commanded an 18 percent market share, as noted by a Nielsen researcher. Two years ago, Sprite eventually overthrew carbonated cola drink Thums Up in a transition that revealed how consumers have shifted preferences from cola to lime.
On a global context, overall consumption of carbonated drinks have been diminishing because of growing distaste for the negative health effects of such beverages in comparison to healthier drinks.
Likewise, Coca-Cola has begun to release smaller portions of drinks to consumers instead of tackling the trend toward healthier drinks, according to Buzzfeed.
The 7.5-ounce mini-can hopes to be a better alternative than the typical 12-ounce cola. While the multinational beverage company has tried to reduce the calories of the drinks and change the sweeteners, another important factor in marketing is the packaging itself.
As Coca-Cola accepts the fact that many people no longer want to experience the consequences of consuming big amounts of carbonated drinks, such as obesity and diabetes, the 90-calorie mini-cans could prove to be an acceptable option for consumers.
The aim of the mini-cans and the small bottles is to provide moderation while maintaining the same refreshing taste that catapulted the Coca-Cola Company as the most valuable brand years ago.
With the mini-cans of cola, parents would feel that they are in control whenever they give the carbonated drinks to their children since the beverages are in smaller quantities.
