A healthy branding move for Coke and Pepsi
The health food groupie group is no longer a fringe group. The number of people seeking healthier food choices is growing as fast as the waistlines of the non-health food groupie group. Interest in, at least, “thinking about” eating healthier now cuts across many consumer segments. Coke and Pepsi, with the introduction of their vitamin-infused beverages, are acknowledging this fact. The move by these mega-brands signals that we’ve reached a tipping point relative to consumer interest in the nutritional value of food and drink. The hue and cry for healthier choices is getting too loud for brands like Coke and Pepsi to ignore. But, for those who wonder whether the health food groupies will start drinking Coke and Pepsi, the answer is probably not. The bona fide health conscious folks are not necessarily the target of this initiative.
For those who wonder whether these new line extensions will be unhealthy for the Coke and Pepsi brands, again, probably not. In fact, it’s a smart branding opportunity. It makes them look good. By adding a healthier line of products to their core offerings these brands are demonstrating awareness of health and wellness issues. More significant, however, is that by seeing these healthier products on the shelves (even if they don’t buy them), the general population may feel less guilty about consuming these brands. Health by association. People started feeling better about McDonald’s when the brand added salads to its menu choices. Whether they gave in to their Big Mac attacks wasn’t the issue. The McDonald’s brand gained favor just by offering a number of more nutritious options. It wasn’t simply healthier for the people who chose to eat them, but it was good for the health of the brand. My belief is that the Coke and Pepsi brands will enjoy similar collateral health. People may drink their regular colas, but at least they’ll feel less guilty doing so.