Diet Coke Plus vs. Tava
May 3rd, 2007 by Chief Nut
It seems like I’m biased and have been picking on Coca Cola these days. Not true. Diet Coke is personally my favorite brand of soda. HOWEVER, if I’m going to compare two brand strategies I have to give the nod to my former fave …€” Pepsi.
The two cola giants are going head to head again this spring in the “healthy”, vitamin fortified cola space. Coke launched its new Diet Coke Plus while Pepsi will be pushing its new Tava. Which is “better”? Which will see more market success? Dunno. What I DO know is how I feel about their approach to brand development.
Brand guru Laura Ries commented a while back about the danger of “massive line extension.” Referring to all the variations of Miller Beer (Miller, Miller Genuine Draft, Miller Lite, Miller Regular, Miller Clear, Miller Reserve, Miller Toilet Water … OK, I made up that last one), Laura points out that line extension can dramatically dilute the core brand. Brand managers think that by keeping the company name attached to the new product it bolsters the core brand … not so.
Fast forward: Just a few days ago, Ms. Ries wrote again in her blog about the importance of naming. Pointing out that “Seattle’s Best Coffee” is more of a positioning statement and NOT a powerful brand name. When asked “what is the best coffee”, most people will come up with a powerful brand like Starbucks or Green Mountain. The importance of naming in brand development is critical! This is why we have an entire category dedicated to the process (check out those little links in the right hand column).
Considering all of this, which new brand NAME do you think we favor? Diet Coke Plus or Tava? I say BRAVO TAVA … it’s short, easy to remember, has brand legs, isn’t a line extension and (over time) could become a market leader.
