According to Coca-Cola Far East marketing director Shakir Moin, the decision to bring the lime flavour to Singapore stems from the local practice of adding lime to the beverage. "Singaporeans often add a dash of lime to their Coke, especially when the drink accompanies food," said Moin. "This is an age-old practice. The idea of Coca-Cola Lime is to provide this beverage experience to Singaporeans, without them needing to take the extra step of adding lime."
The local advertising is adapted from the US creative by M&C Saatchi and, according to Moin, targets consumers by attitude rather than conventional demographics. "Our target audience is Singaporeans who look at life optimistically; for whom the glass is never half empty," said Moin.
Creative executions feature a Coke bottle sliced at the end to resemble a lime. Singapore is the third market to feature the flavour, following North America and Australia. It also comes after the successful launch of Coke Light with Lemon in Singapore in 2003.
"We aim for incremental growth in consumption in Singapore across multiple consumer groups," added Moin.
Coke Lime latches onto Singaporean tradition
F&N Coca-Cola Singapore has launched its Coke Lime variant, in a bid to capitalise on consumer preferences in the city. The beverage giant has also rolled out a comprehensive communications campaign, including TV, in-store and on-ground sampling activities.
