Coca Cola Goes Green: The launch of Coke Life

What financial effects should TCCC expect from the launch? How do you
evaluate the launch of Coke Life from a financial and an ethical perspective?

The Coca Cola Company owned four out of the five drink brands in the world: Coca
Cola classic, diet coke, Fanta and Sprite. The trend of Coca cola showed that the sales
of Coca cola had fallen for 7th straight year. Company felt that there was need for
some changes. It proactively gauged the fact that consumers were becoming more
health conscious day by day. People started adopting juices, Gatorade, tea etc. over
carbonated drinks. To improve upon these shortcomings they experimented by
launching a new product- COKE LIFE. They expected that the sales of the product
will increase tremendously as they were targeting the health conscious section of the
society.
The launch of Coke life was augmented by a sudden increase in sale. Sales peaked to
£4.1 million in October 2014. However as time passed the drink caused confusion
among the customers. By Jan 2016, there was a sales crash of £7 million. This hinted
Coca Cola to change the strategy. In spite of changing of strategy, sales again felled
by 58%.

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