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The global shift in the health of the 2010s led Coca-Cola to introduce a healthier version of itself called Coca-Cola Life.
However, due to the highly competitive market of other no-sugar drinks, Coca-Cola Life was discontinued in 2017.
This is why it happened.
The Coca-Cola Company introduced Coca-Cola Life in 2014 when it tried to bridge its classic formula with health-conscious consumer demands.
To do this, the company scientists formulated a unique blend of cane sugar and stevia leaf extract.
There was a phased global rollout of the drink.
Launching first in Costa Rica and Australia before expanding to major markets like the U.S., Canada, and the U.K.
The Coca-Cola branding team decided to give the new drink green branding labels.
This was to show the company’s support for environmental and health issues that dominated the 2010s.
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Coca-Cola Life struggled in the competitive market due to its muddled value proposition—it attempted to position itself as a naturally sweetened, healthier alternative using stevia leaf extract.
Consumers were confused.
They needed clarification on whether it was truly healthier for you or just another wannabe low-sugar beverage.
More to the confusion, Coca-Cola only used partial amounts of stevia alongside regular sugar.
Why position your drink as healthy if you are still using real sugar?
It seemed as if Coca-Cola was trying to have your cake and eat it, too.
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Adding to the dilemma, Coca-Cola promised a novel taste that was familiar yet fresh.
However, not everyone liked the taste.
To some palates, the drink was way too sweet, and not crispy enough, finding it lacking in character.
To most, it was lackluster.
Coca-Cola Life drew parallels to New Coke in 1985, where an altered formula led to public outcry and longing for the original taste.
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Coca-Cola Life leaned heavily on its green branding.
The company wanted to create feelings of naturalness and environmental consciousness.
Much of the ad copy showed vignettes of families enjoying nature and outdoor settings.
Close-ups of the distinct green-labeled bottle were commonplace throughout the ads.
The marketers tried their best to emphasize its healthier credentials and natural sweetening.
However, the true essence of the beverage was lost.
The campaign lacked the emotional punch that Coca-Cola was known for.
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Coca-Cola Life wouldn’t last long, especially with a more popular alternative in sight.
The Zero Sugar brand was genuinely free of real sugar, making it the preferred choice for health-conscious consumers.
By June 2017, Coca-Cola Life was discontinued.
The company blamed declining sales metrics, combined with shifting company priorities.
However, there was a small pocket of irate fans, as they were a niche yet devoted consumer base that had developed a fondness for the drink.
Some of these folks hope and pray that Coca-Cola will bring it back to life, but there is no indication this will ever happen.
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