Coca-Cola Life, a new drink using plant-based sweeteners, will be released nationwide on March 9th. Prices are ¥320 for 1.5L, ¥140 for 500ml, and ¥115 for 300ml (all suggested retail prices). This new product is a highlight of the 100th anniversary of the birth of the Coca-Cola bottle, and marks the first release in eight years since Coca-Cola Zero in 2007.
This product is aimed at busy adults who want to incorporate nature into their daily lives and live healthy lives, and is named "Coca-Cola Life" with the hope that it will help them enjoy life to the fullest. It is characterized by its low calorie content and no artificial sweeteners. It uses sugar and a plant-based sweetener extracted from stevia leaves to achieve its calorie reduction.
To coincide with the release of Coca-Cola Life, a campaign called "Enjoy Life More" will also be launched. As part of this initiative, the brand will be running an Instagram campaign called "#andMyLife LOOK BOOK" from March 9th to April 5th.
This campaign features many popular Instagrammers, including photographer Riho (@monchouchou), jewelry brand PR director Aki Okina (@akinyc), designer NATSU (@lovebynatsu), fashion director Kanoko Ishida (@kanakoishida), and stylist Michiko Yamawaki (@michikoooo), as well as companies and organizations such as ISETAN Park net (@isetanparknet).
The campaign is open to anyone living in Japan. To participate, simply take a photo of a moment that you feel is "the best" and post it on Instagram with the campaign hashtag (#andMyLife) and the theme hashtag (#Food, #Love, #Fashion, #Active, #Natural, or any other #tag you choose). Some of the submitted photos will be featured on the brand's website. After the campaign ends, one winning entry will be selected in each of the six categories by a panel of popular Instagrammers.
Submitters of winning entries will receive a gift based on the concept of "enjoying the present to the fullest." They will also receive a photo book containing their own photos and those of popular Instagrammers, as well as a case of Coca-Cola Life (500ml PET bottles, containing 24 cans).
The campaign will also be carried out in various forms, including TV commercials, a pop-up cafe in collaboration with a women's magazine, and an event where a giant floral carpet in the shape of Coca-Cola Life will be installed on the atrium staircase of Omotesando Hills, complete with infiorata.
