Majority of Men Would Consider Purchasing Coke Vio if it was Available to Consumers after Viewing Video
66% do not think Vio will be a success among consumers
Flemington, NJ, August 21, 2009 – A new national media study among 300 men who viewed a video featuring the new Coke product, Vio, revealed that the majority of respondents (56%) would consider purchasing Vio if it was available to consumers.
The study was conducted by HCD Research using its MediaCurves.com® website during August 20-21, to obtain viewers’ perceptions of a CNN video that featured Coke’s new fizzy milk drink, Vio.
“The online dial testing results clearly suggest a lukewarm interest among men during the description of Vio,” explained Glenn Kessler, president and CEO, HCD Research.
“Interest levels dip after viewers hear the neutral to negative comments about the product by taste-testers.”
The study also revealed that 66% of viewers do not think this beverage will be successful among consumers. In addition, 80% of respondents who indicated that they would consider purchasing Vio, reported that the reason they would consider buying the drink is because they like to try new food and beverage products.
Among the findings:
“Would you consider purchasing Vio if it were available to consumers?”
“Do you think this new Coke beverage would be a success among consumers?”
““Please indicate the reasons why you would consider purchasing Vio. Select all that apply.”
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Total
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Perceived health benefits
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36%
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Like to try new food and beverage products
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80%
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Perceived good taste
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45%
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Brand loyalty to Coke
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24%
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Other
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3%
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While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
RE: Coke's New Drink - Vio
I predict that Vio will become known as Vile among consumers who do not like it.
RE: Coke's New Drink - Vio
Coke is trying to come up with something new- Kudos for that. But milk and Soda???? Crazy bad idea
RE: Coke's New Drink - Vio
hard to say without trying vio.
RE: Coke's New Drink - Vio
don't think vio will work
RE: Coke's New Drink - Vio
Maybe if this was semi frozen it would go over better.
RE: Coke's New Drink - Vio
this is a proposed item that without trying it personally,sounds disgusting.
RE: Coke's New Drink - Vio
I love COKE, it rocks, better than PEPSY
RE: Coke's New Drink - Vio
It sounds like it has more health benefits that just drinking pop,so I would be opptomistic.
RE: Coke's New Drink - Vio
I am a big time coke drinker, but the piece left me shrugging my shoulders. Too many questions. Sugar content? Carbonated? etc.
RE: Coke's New Drink - Vio
Interesting what I found interesting: the historical and factual, not at all the man-in-the-street. never though much about that until watching this.
RE: Coke's New Drink - Vio
Soda should be soda, and milk should only be milk
RE: Coke's New Drink - Vio
i do not really drink soda. i have it maybe five times a year but i love milk. i want to taste vio out of curiosity but judging by the testers, i do not think it is going to make it. guess we'll have to wait and see :)
RE: Coke's New Drink - Vio
Interesting survey, I got a glimpse into the future
RE: Coke's New Drink - Vio
This product idea most likely would be like a fizzy smoothy in my opinion
RE: Coke's New Drink - Vio
This product idea most likely would be like a fizzy smoothy in my opinion
RE: Coke's New Drink - Vio
RE: Coke's New Drink - Vio
THE MARKET SEEMS TO FOR "PEP" PRODUCTS RATHER THAN HEALTH LIKE SMOOTH, SWEET, MILK BASE. FRUIT FLAVORED CO2 JAZZED WATER SEEMS TO BE THE BEST IDEA TO MEET THE THIRSTY.
RE: Coke's New Drink - Vio
I think the kids will kill it, but the older folks will probly like it
RE: Coke's New Drink - Vio
The survey was fine, but the video is totally unclear what the VIO exactly is. I assume it's milk and Coke, which is basically just a Coke float that has melted all the way. Hardly new as Laverne from "Laverne And Shirley" drank it in the 70s. No one will buy it as it's too easy to make it yourself
RE: Coke's New Drink - Vio
I think there should be a trial for the Vio
RE: Coke's New Drink - Vio
I think price will have a major effect on how sales go. We make smoothies in our blender all the time with Milk. If the price is higher than what Diet Coke sells for, I am not sure if I would buy it.
RE: Coke's New Drink - Vio
not a good product from consumer trying it.
RE: Coke's New Drink - Vio
Well, I think it's a weird idea but yes, I'll try a bottle. That might be the extent of it though.
Thanks for the heads up!
RE: Coke's New Drink - Vio
interesting, marketing is always up to product expansion
RE: Coke's New Drink - Vio
Interesting beverage idea not sure how an american market release would respond to a soda milk concept...
RE: Coke's New Drink - Vio
this product simply does not appeal to me
RE: Coke's New Drink - Vio
This product does not hold any interest for me!!
RE: Coke's New Drink - Vio
RE: Coke's New Drink - Vio
RE: Coke's New Drink - Vio
RE: Coke's New Drink - Vio
Like the egg cream drink of yore it may become an
acquired taste with the proper advertising and
promotion in time.
The milk/ health aspect should add to its appeal,
particularly with the younger demos
RE: Coke's New Drink - Vio
what a great ad for coke, will pepsi get equil time?
RE: Coke's New Drink - Vio
Product does not look very good.
RE: Coke's New Drink - Vio
Intersting survey on a new interesting drink from Coke. Would like to try it.
RE: Coke's New Drink - Vio
Coke is to be commended for trying to get into the health drink market, but this product is too far afield from it's usual "branding" to probably sell well.
RE: Coke's New Drink - Vio
after viewing the film I would be interested in trying the product however would reserve any additional comments until I actually tasted it
RE: Coke's New Drink - Vio
I THINK VIO WILL NOT SELL.
RE: Coke's New Drink - Vio
I never tasted soda in milk but would try it to see if it taste ok.
RE: Coke's New Drink - Vio
Product did not impress me
RE: Coke's New Drink - Vio
It was interesting to hear about this new milk drink from Coke. Maybe a sample would be a good idea?
RE: Coke's New Drink - Vio
RE: Coke's New Drink - Vio
I think I would just as soon leave my coke and milk separate from one another.
RE: Coke's New Drink - Vio
Thanks for the great comments! Very interesting to get your reactions to this product.
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