CocaCola’s new Fairlife milk is to be launched next month in USA. The “premiumisation of milk” is a bit of genius – a new target category in a cluttered commodity like marketplace. They are focussing on product – the milk is sourced from sustainable family farms rather than mega-dairies and is enriched – 50% more protein and 50% more calcium.
Price is premium -Sandy Douglas, SVP, Global Chief Customer Officer and President, Coca-Cola North America according to a Morgan Stanley Conference transcript that is courtesy of Seeking Alpha, says “…and we’ll charge twice as much for it as the milk we used to buying in a jug.” This also is OK. We know there are people who can and will pay for sustainable premium products. And hey, most adults don’t drink milk even though it is good for them! So maybe it an image thing…that is a barrier for adult milk consumption. Remember the old “Got Milk?” campaigns – I particularly remember this one with the cast of Frasier holding their champagne glasses and proudly sporting their milk moustasches.
So what is wrong with Coca-Cola’s new product? It is the proposed advertisements! I used to think of milk as wholesome and not at all as racy! The new Coca-Cola ads are a bit disturbing as they are clearly sexist! Why must women be portrayed this way?!!. Great role modelling for our daughters and here we are fighting about Barbie and her image! How can you talk sustainability and gender marginalization in the same breath (Is it because Sandy their North American President is a man?). Let me get this straight – you are more worried about the cows than the image of women? I thought companies like yours were fighting to get more women into the C-suite? Strange. I am missing something in this campaign.
You think the pictures above are bad – more herehttp://www.dailymail.co.uk/news/article-2849094/Dairy-try-Coca-Cola-plans-unveil-new-kind-MILK-boost-profits-Americans-cut-sugary-sodas.html