New eco-marketing positions this product as a healthy option.
In what some are calling an example of biomimic marketing, or greenwashing to sell products – Coca-Cola have released a product that uses “green” imagery, and eco-friendly packaging to offer customers a healthier alternative.
Coca-Cola Life is being launched in Argentina, and will be marketed as a “natural” alternative to regular Coke.
Apart from the type of sweeteners and material the bottle is made of, the imagery for the new beverage makes reference to everything possible in order to make it appear more green. Earth-tone colors used for the logo, consistent use of green, and outdoor settings all contribute to making the drink appear closer to nature and the environment.
Even the wooden “antique” bottle cases are meant to create a link to the past, a period of time when high-fructose corn syrup wasn’t being used as a key ingredient in soda manufacturer, making it a slightly more healthy proposition.
While it might seem obvious to many, the marketing efforts are that of professionals, and with people’s desire to be seen as more environmentally aware, and eco-conscious – it’s more than likely that the drink will be able to get a foothold in the existing market.
It may not be a true healthy option, but Coca-Cola Life could be a sign that big beverage companies are acknowledging the need for change. Slowly, but surely, this could lead to changes that actually impact the environment and people’s health in a positive way.
In the meantime, it’s up to you to decide how much of a “green” option Coca-Cola Life really is.