Coffee Replacement
Coca-Cola discovered that a good amount of their customers- about 12 percent, would drink the sugary, caffeinated beverage instead of coffee in the morning. The company quickly wanted to capitalize on it and decided to launch an aggressive marketing campaign, promoting itself as a morning beverage, and coffee substitute.
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In 1988, “Coke in the Morning” was launched in several different test cities. The idea was that consuming a cold glass of Coke was easier to drink than a hot cup of water. However, the company was careful and made sure not to imply that Coke can replace orange juice. That’s because they owned Minute Maid and didn’t want the sales to drop. Very clever and very sneaky.