You just need to enter a power shop and see the refrigerators full of cans of a thousand and one colors to get to the conclusion that if there is any saturated sector in this country that is that of drinks.
But Coca-Cola believes that it is not enough.
That is why he has just announced that It disembarks in Europe with ‘Bodymarmor Lyte’its commitment to “revolutionize” the segment of advanced hydration; A sub-director who, in the next three years, will grow 24%. And he will start with Spain.
And that is perhaps the most interesting question: how have we gone from living in a world hooked to energy drinks to another in which the largest world giant of drinks bet everything to a product To “squeeze life to the fullest and that sometimes experiences moments of exhaustion that prevent you from maintaining your usual rhythm”?
What is the ‘advanced hydration’? An almost Marketinian term to call a “hydration approach” that beyond simple water consumption. It incorporates additional components such as electrolytes, vitamins, antioxidants or other ‘technologies’ to enhance “water absorption, retention and nutrient rebalancing.”
It is used in several areas, but what interests us today to understand Coca-Cola is its use in the sports field. There, it comes to basically mean the use of water with electrolytes.
Water with things. That’s where Bodymor Lyte enters. As explained from the companyit is a non -isotonic drink, low in calories, designed to improve water absorption (thanks to electrolytes) and B6 vitamins.
And it is curious because Coca-Cola already has two very popular brands in this range: ‘Aquarius’ (with a composition based on mineral salts) and ‘Powerade’ (especially formulated for “rehydration and resistance” in sport).
More than a curiosity … While ‘Aquarius’ is a product of daily, massive and accessible hydration, ‘Powerade’ focuses a lot on the sports field. This is important because with ‘Bodyarmor Lyte’, Coca-Cola is doing something similar to the turn that Apple with the Apple Watch: a turn towards health and the premium.
Because? It is true that the great phenomenon of drinks in recent years has been energy. Coca-Cola, in fact, participates with own products (such as Burn) and also with participation in others (such as Monster).
However, as the energy segment grows, so does the health sector (that of drinks without caffeine). In fact, it has been the boom of the “coffee” drinks that has driven the contracting of ‘Better-For-You. That’s where Bodymor Lyte wants to settle.
A vision too uniform of an increasingly segmented market. In 2004, Malcolm Gladwell He told the story of Howard Moskowitz. Moskowitz was asked to find the perfect spaghetti sauce. The problem is that, after spinning and more turns, he realized that he could not make a sauce that liked everyone. It was then that he proposed to get more from a sauce.
As Gadwell explainedfollowing his advice, “Preno introduced the extra thick sauce and, during the next 10 years, they earned 600 million dollars with their line of thick extra sauces.” In 2004, RAGU had 36 varieties of pasta sauce. Something almost unimaginable 20 years before, when there was only one.
The world becomes increasingly diverse (or perhaps we see more and more) and that allows them to grow totally opposite phenomena. Who was going to tell us that a drink was going to reveal the difficulty we have to design policies in today’s world?
Image | Coca-Cola Company | GKGRAPHIX53
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