Coca-Cola has announced that it will bring its portfolio in western Europe under a single brand, as it seeks to clarify to consumers the choice of products and their individual selling points.
Diet Coke, Coca-Cola and its Life and Zero variants will adopt a single, integrated brand, after research suggested that one in two consumers were unaware that Coca-Cola Zero was the company’s sugar-free, no calorie alternative.
A classic new pack design will emphasise the distinct characteristics of each Coca‑Cola product, making choice easier and simpler for consumers, it added.
The new packaging will be rolled out in retailers across western Europe by May. The company also plans to adopt the UK government’s new front-of-pack labelling scheme – a combination of nutrient amounts and colour-coded reference intake percentages – which it claimed would enhance its nutritional communication even further.
Jon Woods, general manager of Coca-Cola Great Britain and Ireland, said: “Coca‑Cola is one of the best-loved and most iconic brands in the world. With our new ‘one brand’ approach, we are uniting four distinct brands under the umbrella of Coca‑Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca‑Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them. By focusing on building one brand and extending the appeal of the original Coca‑Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead”.
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