The new coffee by Coca Cola And Illy Issimo : Why not ?!

Coca-Cola launched a new product with Illy issimo. It’s a cold coffee and a cold cappuccino bottle. Illy issimo is made with the finest natural ingredients that create the pure pleasure of coffee and awaken the senses while you’re on-the-go. Drink coffee became an usual think. Now we can drink coffee in a restaurant, in a bar, in a café, in a fast food… or take it away in paper cups with the openning of different coffee shop like Colombus café or Starbucks.

A lot of people drink coffee for different reasons:

- The great taste the drink brings

- The fact caffeine help us to “stay awake”

- Or the fact it “wakes us up” the morning
- In some countries such as Italy, coffee is a part of the cultural habbits

- Finally, coffee may be consumed for a break, especially at work for a coffee break.

Furthermore, I think drinking coffee is became stylish because when you drink coffee or when you have a Starbucks coffee cup in your hands it shows you are up to date.

With this drink, Coca Cola hopes to touch young workers who move a lot and who need one drink to help them to stay awake. But it’s a new product in France, there is no competitors at the moment. Only energizing drink like Red Bull, Burn… are on the same market. That’s why Coca Cola decided to align its product to RedBull prices (2,20€ to 3€).

For the distribution strategy, Coca Cola decided to choose selective distribution. They wants to spread Illy Issimo through words-of-mouth.

In my opinion, I think it could be a good product because I know a lot of students and young workers who drink a lot of coffee, not because they love it but because they need it to get awake. So I reckon that this drink is an opportunity for them to drink their coffee (like an energizing beverage) whenever and wherever they want. But it also can be dangerous because it’s cold drink so it’s like an energizing like Red Bull, Burn…

So what do you think about this new drink? Do you like this new idea? Do you want to try?

XoXo

C.R.

Sources:

http://www.lefigaro.fr/societes/2011/10/16/04015-20111016ARTFIG00170-coca-cola-lance-des-canettes-de-cafe-froid-en-france.php

http://tpe-cafe.e-monsite.com/pages/consommation/les-habitudes-de-consommation-des-francais.html