NEW YORK Drink three cans of Enviga and you could lose an average of 106 calories. This is the promise Coca-Cola is making in regards to its new line of sparkling green teas launching next month.
The beverage, created in tandem with Nestle, has been a long time coming as word about such an offering began to leak out last year [Brandweek, July 25, 2005]. However, Coke wanted to generate enough evidence to support its claims, as skeptics are likely to abound.
The company conducted numerous studies at the Nestle Research Center in Lausanne, Switzerland, where test subjects sat in metabolic chambers as scientists measured their calorie loss.
Today, Coke is so confident in its calorie-burning claims that Dr. Rhona Applebaum, chief scientist at Coca-Cola, said she hopes consumers are skeptical of its claims, as well as those made by its competitors. "When they see the science behind it and the claims are not just pulled out of a hat, I hope they'll use this as the benchmark to judge other products. There are a lot of products out there [making promises]," she said.
One such product is Celsius calorie-burning soda created by a Delray Beach, Fla., company. That beverage is currently available in five flavors.
Coke's version launches in the Northeast next month and nationwide next year. The advertising campaign will include print, outdoor, online and point-of-purchase components. Anomaly, a New York agency, handles.
The marketing message will position Enviga as a "delicious, refreshing, sparkling green tea proven to burn calories," said Deborah Roberts, senior brand manager, Enviga, Coca-Cola North America.
Packaging describes it as "the calorie burner." The drink, which has 100 mg of caffeine as well as calcium, will retail for $1.29-1.49.
"It's a new category," said Roberts. "We need to build awareness around the product benefits and get consumers to try it and use it and make it a mainstream category."