Coca-Cola has been on an innovation streak of late, with an AI-powered LTO, a flavour from the future, a Grammy-linked flavour, and now a new permanent offering.

Spiced joins the ranks of Coca-Cola’s flagship flavour, cherry and vanilla, as the first new permanent addition to Coca-Cola’s North American portfolio in more than three years. The drink boasts a “burst of refreshing raspberry” flavour.

Its development was all about being on category trend and being responsive to consumers increasingly preferring “bolder and punchier flavours,” says Sue Lynne Cha, the CPG’s vice president of marketing for North America. The launch of Spiced is also informed by the brand noting there’s been a 124% increase in consumer willingness to try spice in beverages since 2019, as well as a 25% growth of raspberry soft drinks in the market through the last four years.

Coca-Cola Spiced hit shelves mid-February and will be available in 500mL, 355mL/12pk and 222mL/6pk. Coca-Cola Spiced Zero Sugar will be available in 500mL and 355mL/12pk at major retailers across Canada.

“Across the Coca-Cola business, we are hyper focused on creating and delivering an innovative, experience-first ecosystem in our marketing, especially when it comes to engaging the next generation of consumers and fans,” says Christine Macdonald, director of integrated marketing, Canada at The Coca-Cola Company.

Coca-Cola Spiced marketing efforts will consist of a comprehensive 360 campaign that includes paid digital and social, organic social, influencers, sampling, PR, OOH, UCG content, OLV ads, search, paid media partnerships, commerce and shopper media.

In-store marketing with “Only Spiced” messaging and raspberry visuals includes a full suite of tools – base wraps, ad badges, case cards, cooler clings, tent toppers, window posters, push/pull clings, counter cards and more – including digital in-store tools.

The campaign was developed by Coca-Cola’s bespoke agency WPP OpenX, led by Cartwright, and supported by Ogilvy & Mather, Momentum Worldwide, Essence Mediacom, United Talent Agency, VMLY&R, Zeno Group and Weber Shandwick.

In the company’s recent Consumer Analyst Group of New York Conference call, Coca-Cola chair and CEO James Quincey spoke about the brand’s focus on the unwavering iconography of Coca-Cola, something that truly hasn’t changed in 138 years, while also saying the company wants to make the brand relevant and authentic to each new generation of consumers.

“You can innovate in the expressions around the core central Coke Original, whether it be some of the Coke creations or some of the other things we’ve done bringing out Coke Spiced,” Quincey said.