It is thought that the beverage giant is aiming to debut a milk-based drink in China, its first entry into this category in the country. According to sources, McCann Erickson, Saatchi & Saatchi and BBH have been briefed for the project, which sees Coca-Cola look beyond its typical China roster agency, Leo Burnett.
Flavoured milk drinks registered growth of 21 per cent in China last year, according to Euromonitor, led by Wahaha, Mengniu, Yili and Sanlu.
Coke offers soy beverages in Japan, along with dairy milk products in Australia and the US. Rival Pepsi produces a soy milk product in China.
“We do have exciting new products in our pipeline but we never comment on future launches,” said Coke Asia-Pacific group communications director Kenth Kaerhoeg.
Coke set to launch new drink in China
SHANGHAI - Coca-Cola has briefed three agencies regarding the launch of a new product into the mainland market.
