Coca-Cola European Partners (CCEP) has unveiled a £4.5 million advertising campaign to support Coca-Cola Zero Sugar.
The campaign will feature the slogan Tastes More Like Coke, highlighting that the calorie-free variant is now more similar in taste to the classic Coca-Cola but with zero sugar. The soft drinks giant reinvented the brand last April and, it said, Coca-Cola Zero Sugar has gone on to become the fastest growing of any of the five biggest cola brands in the UK.
Set to launch on 16 January, the £4.5 million campaign will feature above-the-line activations including six-sheets, bus advertising and digital marketing. A new 20-second television commercial that runs until the end of February will further highlight the benefits of the reformulated product, Coca-Cola said.
The latest activity follows the £10 million campaign that marked the launch of Coca-Cola Zero Sugar last year, and will seek to help retailers boost their sales of calorie-free variants.
CCEP operational marketing director Simon Harrison said: “This campaign is designed to help retailers grow their sales by highlighting to consumers that Coca-Cola Zero Sugar is not only calorie-free, but delivers the iconic taste and refreshment of Coca-Cola Classic.
“This multi-million pound investment underlines our commitment to supporting further growth of the brand by encouraging consumers to switch to no sugar and bringing new people into the category, helping retailers to build on the impressive sales of Coca-Cola Zero Sugar since its launch last summer.”
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