Coca-Cola Great Britain has redesigned the packaging of its Coca-Cola Original and Coca-Cola Zero Sugar drinks as part of a £5 million marketing campaign, as the company aims to increase sales of its zero sugar drink.
From September onwards, the bottles and cans of both variants will be revamped so that the company’s iconic red of the original Coca-Cola drink is featured more prominently, replacing the black design of Coca-Cola Zero Sugar.
Cans and bottles of both variants will also feature a coloured band across the top of packaging to show whether it is the original taste or zero sugar drink.
Bottles will also feature coloured caps to help consumers differentiate between the two variants.
A £5 million campaign will also be launched to support the change, which will include 10 second and 30 second TV adverts, out of home advertising and a sampling campaign to show the changes to consumers.
This redesign comes as Coca-Cola seeks to boost sales of its strong performing no-sugar drink, and figures provided by the company claim that the drink is already the fastest growing no-sugar drink in the UK, and that no sugar variants account for 58% of Coca-Cola retail sales in Great Britain.
Alec Mellor, Coca-Cola marketing manager said: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola and we want to make it even clearer that you can have that taste and experience with or without sugar.
“Sales of Coca-Cola zero sugar have almost doubled in the last two years and we believe this latest change will help us grow it even further and encourage more people to give it a try.”
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