Coca Cola obviously thinks the launch of its new drink Coca-Cola Life did not get enough media coverage because it has drafted in model Rosie Huntington-Whiteley to unveil its new shop.
The temporary shop – known as a pop up - has opened in South Molton Street in London. The drinks giant launched the new drink in the UK this month. It is sweetened with stevia and has a third less sugar and a third fewer calories than normal Coca Cola.
Ms Huntington-Whiteley said: “I’m a great believer in not denying yourself when it comes to what you eat and drink but, like everything in life, it’s about finding a healthy and happy balance. With the Coca-Cola Life pop-up boutique we are inviting people to recognise and celebrate those moments as well as create new personal experiences.”
Coca Cola trialled the drink in Chile and Argentina and the UK launch is the first in Europe. Its last big launch was back in 2005/2006 with the Coke Zero brand – which was its largest product launch in 22 years.
The stevia sweetener, extracted from a South American leaf, gained European approval in 2011 and is being used in a variety of products to reduce calories. Coca Cola said it already uses it in Sprite and its Glacéau vitaminwater.