Brand extensions: Why Coke Life is doomed to fail

This article argues that Coca-Cola's new low-sugar variant - Coca-Cola Life - is doomed to fail.

Brand extensions: Why Coke Life is doomed to fail

Patrick Fagan brainchimp.co.uk

Brands need to change with the times to survive but they must not remove the cognitive attributes that chime with consumers, such as Coke's red labelling and taste expectations.