"Many Photos" - Coca-Cola launches Orange Vanilla Coke - its first new flavor in more than a decade

Coca-Cola is about release its first new flavor in more than a decade in the form of Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar.

Both flavors will be available in store from February 25th. 

The drinks company considered three other flavors – raspberry, lemon and ginger, but the combination of orange and vanilla emerged as the clear favorite in focus groups. 

Last summer, Coke Orange No Sugar launched in Australia and Coke Orange Vanilla was available in Canada. Consumers in both markets loved the taste.    

Orange Vanilla Coke and Orange Vanilla Coke Zero Sugar will be available in late February

The new flavors came after bosses noticed the sales of flavored beverages such as Vanilla Coke and Cherry Coke were growing without marketing or innovation

The company says that further testing proved that people were drawn to the 'unexpected familiarity' of the drink. 

'What we realized is that we had a diamond in the rough when we looked at our flavors portfolio,' Kate Carpenter, brand director of Coca-Cola said. 'The growth of Cherry Coke and Vanilla Coke – and their zero-calorie variants – has been really strong in recent years even with very limited marketing support.' 

Vanilla Coke launched in 2007. Cherry Coke has been on the market since 1985. 

Last year, Diet Coke jump-started sales after releasing four new flavors, including Feisty Cherry and Twisted Mango. 

'This showed us our fans want choice. We knew we had an opportunity to give fans the variety they crave without sacrificing the Coca-Cola taste they love,' Carpenter said.  

Drinkers in Australia and Canada got to try the new Orange Coke flavor first and now they are making their way to the U.S. and will be launched at the end of February 

'We wanted to bring back positive memories of carefree summer days,' Carpenter explained. 'That's why we leaned into the orange-vanilla flavor combination – which is reminiscent of the creamy orange popsicles we grew up loving, but in a classically Coke way.'

The launch comes on the heels of the introduction of new Diet Coke flavors Blueberry Acai and Strawberry Guava

Cokes focus groups suggested that those who tried the new flavor would buy it in addition to – not instead of – Coca-Cola or Coca-Cola Zero Sugar.

The launch comes on the heels of the introduction of another two new Diet Coke flavors, Blueberry Acai and Strawberry Guava.

The company plan to market the Orange Vanilla Coke flavors around the March Madness basketball tournament. 

'Our brief for the campaign was to have fun with flavors,' Carpenter said. 'We think this work brings to life the Coca-Cola personality in a playful, unexpected way.' 

'We realized our flavors were hiding in plain sight,' Carpenter said. 'So we want Cherry Coke and Vanilla Coke to come along for the ride and be top of people's mind for variety seekers.' 

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