Coca-Cola, Walmart DroneUp Deliver Coffee-Flavored Soda Via Drone

February 4, 2021

Coca-Cola is teaming up with Walmart and DroneUp, a nationwide drone services provider, to bring Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar to the “buzzworthy” community of Coffee County, Ga. On Jan. 25, select consumers who live in a single-family residence within a one-mile radius of the Walmart Supercenter in Coffee County can opt-in to have Coca-Cola with Coffee and Coca-Cola with Coffee Zero Sugar delivered safely via drone delivery. Starting Jan. 25, consumers can also receive a free can of Coca-Cola with Coffee, using the Ibotta app, at Walmart stores across the country (offer valid on Coca-Cola with Coffee for any variety, 12 fl oz can only).

Last July, Coca-Cola gave 2,000 members of the Coca-Cola Insiders Club, an exclusive opportunity to taste Coca-Cola with Coffee before it hit shelves. The beverage subscription service gives “Insiders” the chance to sign up to receive some of Coke’s newest drinks and surprise swag.

Coca-Cola with Coffee is the latest creative extension of the Coca-Cola Trademark in the United States, following the rollouts of Coke Energy/Coke Energy Cherry, Cherry Vanilla Coke, Orange Vanilla Coke (and their zero-sugar counterparts). The innovation also is the latest output of the company’s “lift and shift” strategy to scale successful beverage innovations from market to market via an experimental, test-and-learn approach.

The U.S. is the 50th market to launch Coca-Cola with Coffee, which was first piloted in Japan in 2018. Each country (the U.S. is no different), tailors the Coca-Cola With Coffee recipe and packaging mix to meet local tastes.

Research shows that consumers are more open to trying new category-crossing drinks like Coca-Cola with Coffee, which push Coca-Cola into uncharted territory while staying true to its core values. In preliminary consumer testing, more than 80% of consumers who tried Coca-Cola with Coffee said they would buy it. Retail customers are equally excited to stock the new offering.

The launch will be supported by a fully integrated marketing campaign, including digital/social, outdoor, radio and TV advertising. A mix of digital and traditional sampling will drive trial.

“This is a beverage that’s truly meant to be tasted,” Strickland said.