‘Coca-Cola Zero Sugar’, which will replace Coke Zero at the end of June, will be supported by a £10m marketing campaign designed to get more people to choose no sugar options.
The campaign will encourage consumers to try the new and improved Coca-Cola Zero Sugar by highlighting that it “tastes more like Coke and looks more like Coke” than the original Coke Zero.
Coke Zero, which was launched in 2006, will be pulled from the shelves after research found that half of people did not know it contained no sugar. The new name and packaging will make it even clearer to consumers that the drink is sugar-free.
Coca-Cola Zero Sugar is also getting a new look in line with the company’s ‘One Brand’ marketing strategy. The new packaging incorporates the Coca-Cola red disc, which the company says “has become a signature element of the brand”. The new packaging will also roll out to the rest of the portfolio later this year in early 2017.
Jon Woods, Coca-Cola Great Britain general manager says: “For years we have offered people a choice – every brand we sell has a great tasting no sugar version. Since 2012 our commercial strategy has focused on accelerating the growth of our no sugar options.
“We know that millions of people love the taste of Coca-Cola and have been working to refine the recipe of Coca-Cola Zero to match the taste of the original, but without sugar”
“It’s the biggest investment we’ve made in a new product launch for a decade and will give people the great taste of Coca-Cola Classic but without the sugar.”
Jon Woods, Great Britain general manager, Coca-Cola
The move is the latest in a series of actions taken by Coca-Cola to promote choice and help people reduce their sugar and calorie intake. Currently, 43% of Coca-Cola sold in the UK is lower or no sugar and the new marketing strategy is designed to increase this figure to more than 50 per cent by 2020.
In January this year the brand announced that it would be implementing its ‘One Brand’ strategy, which was piloted in the UK last year, on a global scale. The strategy sees its four variants, including Coca-Cola, Diet Coke, Coke Zero and Coke Life placed under one ‘master brand’.
Other moves include introducing smaller packs and investing more in marketing its no sugar options. According to figures supplied by the company, soft drinks is the only food and drink category from which the sugar purchased by British households is decreasing – by 13.6% in the last five years. Earlier this year the government announced it would be introducing a sugar tax on all soft drinks, which will be implemented in 2018.
In May, a new recipe for Coca‑Cola Life, with 45 per cent less sugar than regular colas, will also be available in stores across Great Britain.
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