Why Coke Has So Many Variants: Ask the Millenials

Soft drink behemoth Coke-a-Cola got a huge shock when Woolworths announced they would not stock yet another variation of the iconic beverage.

The supermarket giant said it would not stock Coke No Sugar because there are already too many options withing the Coke brand.

At Open House we explored why huge brands like Coke have so many variants.

It led us to the lucrative marketing potential of the millenial generation — said to be in the trillions of dollars.

Marketing and brand expert Sam Dewhurst helped us shine a light on a world in which clever young consumers are looking for healthy, ethical alternatives to traditional products.