Coca-Cola Great Britain has announced £10 million’s worth of support for its recently revamped Coca-Cola Zero Sugar – the company’s biggest product campaign in a decade.
The new campaign purposefully capitalises on the familiar elements of the Coca-Cola brand to encourage consumers to try Coca-Cola Zero Sugar, which replaces Coke Zero on UK retail shelves this month. All marketing activity, from advertising to experiential, is focused on making consumers reconsider their view of sugar-free soft drinks and try the new product.
The launch is the latest in a number of actions taken by Coca-Cola Great Britain to help people reduce their sugar consumption. It marks the next step in the company’s strategy as it moves from offering choice to shaping choice – which means actively encouraging more people, including Coca-Cola Classic drinkers, to choose a no sugar option.
It is the latest action to result from the company’s £30 million reformulation and new product development programme.
Coca-Cola Great Britain general manager Jon Woods said: “We know that millions of people across the UK love the taste of Coca-Cola Classic so we’re excited to unveil the new Coca-Cola Zero Sugar. We already offer a number of great tasting drinks with no sugar but with Coca-Cola Zero Sugar we’ve spent years developing this new recipe to get even closer to the taste of Coca-Cola Classic without the sugar.
“That’s important because we know a growing number of people want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. As well as ensuring it tastes great we’re putting our biggest marketing investment in a decade behind this launch and throughout the summer we’ll be encouraging people to choose no sugar.
“The creative for the TV commercial and out of home is inspired by the feelings enjoying a Coca-Cola evokes; from the sound when you open a bottle or can, the sensation of the bubbles, the unrivalled flavour and the feeling of happiness and fun.
“On air from 7 July, the TV advert ends with the surprise that there is no sugar in the drink, dramatising the great taste of Coca Cola Zero Sugar. New out of home advertising across the UK will feature the new packaging design and use similar emotive images and language to drive home the message that Coca-Cola Zero Sugar ‘tastes more like Coke, looks more like Coke’.”
In addition to the new recipe and taste, Coca-Cola Zero Sugar will have a new look in line with the company’s one brand marketing strategy. The new design incorporates the Coca-Cola red disc which has become a signature element of the brand, synonymous with great taste. The new identity will run across the entire range.
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