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September 7, 2005

Enviga. New Product Name or Enigma?

Coca-Cola Enviga, a very new name for Coca Cola’s new carbonated, caffeinated green tea drink which has yet to be launched. There are, however, rumors that the Enviga name may change before going to market. This new Coke product, assigned to Saatchi & Saatchi, was developed to compete with Jana Skinny Water.Jana Skinny Water

This breakthrough diet drink uses thermogenesis to burn 50 to 100 calories just by drinking a 12 oz. serving. Developed in partnership with Nestlé, the new beverage product will target active lifestyle consumers.

The name, Enviga, is meant to play off the verb ‘invigorate.’ But it also correlates with other emotional English nouns such as vigor, vigilance, and envy. All of which could build a story about an inspirational brand that:

  • Energizes you
  • Helps you be vigilant about your weight
  • Makes others envious of your new, svelte figure

But what if the product falls short of its thermogenesis weight-loss claim?

What if Enviga simply doesn’t work?

Linguistically, the problem is easy to solve. By converting one letter, Coke can simply change ‘Enviga’ to ‘Enigma.’

Posted by William Lozito at September 7, 2005 2:53 PM
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Tracked on March 20, 2007 12:45 PM


Isnt this a rip off of STEAZ Green Tea Soda...the Original??


Hi i tested this product today in the UK. I saw the packaging designs and the three different types of container. The ones i saw was a 330ml standard can, a 330ml tall can, and a 500ml bottel. There were three flavours, mango, orange and peach. The drink is slightly carbonated. You can smell the tea more than you can taste it. It is a good product but you need to drink it three times a day to lose up to 160 calories. The price will be around 99p for a 330ml can.


Thanks for sharing the feedback on sampling the Enviga product.
Sounds like a lot of running to the can (water closet) frequently.

If will be interesting, Mike, to see how Enviga does over time.

I am sampling this right now, and I love it. The product is helping me feel more energized, I love the taste, and it's even helping with my migraines without me having to take my addictive caffeine-based medicine.

I want to try this product but I can't find it any where. Could anyone give me a hint of which place to buy? Cheers,

I'm quite looking forward to trying this product. I'm an avid Coca-Cola lover, and also a big Green Tea drinker. I guess my main concern with this product is the amount of sugar it has, as I tend to drink green tea because it doesnt need any sugar.

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