|Canadian Launch of C2|
|In 2004, the decision to launch Coca-Cola C2 was met with tremendous enthusiasm by the Canadian organization. Riding high on the low-carb trend made famous by the "Atkins movement" C2 was initially positioned as a full tasting cola with half the calories and half the carbs. It was also squarely set to attract young consumers looking for a bridge between the full taste —and full sugar- of Coke Classic and the "compromised" aspartame taste of Diet Coke.|
Budget precluded Canada from developing original TVC to support the C2 initiative. However, funds did exist for development of unique OOH. A 2-month campaign in major centres, coupled with TVC adapted from the US, ensured the C2 message got out.
Considering the renewed focus on a youth target, C2 also provided the test bed for Coca-Cola Canada to begin testing alternate media channels. An OOH buy in the capital Ottawa was pegged as an opportunity to test SMS with Canadian youth. Despite a fairly limited poster buy, and a lower rate of SMS adoption versus other markets like Europe and Asia, the SMS test program was considered an unqualified success. The Ottawa test highlighted the resonance of SMS amongst the core youth target paving the way for further SMS initiatives and the inclusion of SMS infrastructure within iCoke.
From a marketing perspective, the initial C2 foray met with some challenges. The Atkin's craze was in decline —prompting a revision to the C2 strapline to "half the calories, half the sugar" — and C2's initial premium pricing proved a hurdle to trail. These challenges were quickly addressed and C2 is now a permanent fixture in the Coke portfolio.