Is green the new way to use health to market products? This August, the Coca-Cola Company released a new product, Coca-Cola Life, which boasts about 50 fewer calories than a “regular” Coca-Cola.
This is not the first time the company has produced a “healthier” alternative—products such as Diet Coke and Coke Zero have been marketing as low calorie and zero calorie options. However, Coca-Cola Life is marketed with a different appeal, such as its distinctive green-colored labeling.
The green may refer to the type of sweetener used in the new product. Instead of using controversial sweeteners such as acesulfame potassium and aspartame, Coke Life uses stevia, a natural sweetener, in addition to sugar. Thus, the product can be marketed to those opposed to artificial sweeteners, in addition to a lower calorie option that may retain a taste closer to a classic Coke.
Is Coke Life healthier than regular Coke? Perhaps. Is it healthy option in general? Maybe not. Either way, health-conscious consumers should be wary of this marketing that appeals to health. Even if the product is healthier, it is still a sugar-sweetened beverage, and at the end of the day, the company’s goal is to make a profit. Coca-Cola Life is an opportunity for the company to appeal to increasing consumer demands for health-conscious products while displaying a positive public image by providing a “healthier” option.
This may be especially important, since more of these “healthier” products may be released in the future, such as a copycat rival, Pepsi True.