Coca-Cola recently introduced Coca-Cola Orange No Sugar as a limited edition flavor. Why would Coca-Cola market this product using the Coca-Cola brand name instead of creating a new brand?

I understand that the main reason is because Coca-Cola is a widely liked brand and customers are more apt to buying from a brand they enjoy but is there a more in depth answer? This is meant to be a discussion question but I cannot see beyond the simple answer that I have said.