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
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
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.