Coke tests Lactic in Hong Kong

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[Hong Kong] Coca-Cola Co. is testing a new flavor in Hong Kong with the introduction of Fanta Lactic, available in plain and white-grape versions. The citrus-like lactic flavoring, which Coke is using for the first time, has a sweet-and-sour taste. Local lactic-flavored beverages are popular in Japan.

"If Fanta Lactic sells well in Hong Kong, we may look at launching it in Taiwan, mainland China and Japan," said Ida Leung, Coca-Cola's public affairs and communications executive for Hong Kong, Macau and Mongolia. In consumer research, more than 90% of 12-to-29-year-olds in Hong Kong expressed a strong desire to buy the new drink after tasting it, she said. WPP Group's Ogilvy & Mather, Hong Kong, developed TV and outdoor ads and promotions featuring a cartoon of a cow as a brand mascot. Images of the cow will be placed in trendy teen hangouts in Hong Kong, and some 7-Eleven stores will offer free tastings of Fanta Lactic.

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