Arla Bubble Latte is not expected to reach a high share within flavoured milk drinks. Even though the co-creation campaign generated some interest on the internet, products positioned specifically for teenagers all face the difficulty that the boundaries between teenage life and youth are blurring and many teenagers tend to think of themselves as young adults rather than teenagers and consequently may perceive teenage-oriented products as childish. Furthermore, the positioning places Arla Bubble Latte in competition with strong brands within soft drinks like Coca-Cola and Pepsi, which are both very well established and supported by massive marketing campaigns.