Coca-Cola Great Britain has today launched what it describes as its biggest new product campaign in a decade as Coca-Cola Zero Sugar, the “new and improved” sugar-free Coca-Cola, hits shelves across the UK.
The launch, announced in April, is the latest in a number of actions taken by Coca-Cola Great Britain with the intention of helping people reduce their sugar consumption and is the latest action to result from the company’s £30m reformulation and new product development programme.
The new campaign aims to encourage Coca-Cola Classic drinkers and new consumers to try Coca-Cola Zero Sugar. 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.
Commenting on the launch, Leendert Den Hollander, General Manager at Coca-Cola European Partners 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 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.”
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.
The launch campaign includes TV advertising (on air from July 7) and out of home advertising across the UK will feature the new packaging design and the message that Coca-Cola Zero Sugar “Tastes more like Coke, looks more like Coke”.
As part of the launch moment, Coca-Cola is also opening the Coca-Cola Zero Sugar Taste Lounge in Central London for three days this weekend (pictured below). The pop-up experience will offer fans the opportunity to experience Coca-Cola Zero Sugar in a sensory experience specially designed as the perfect setting to enjoy the new drink.
The pop-up bar is one element of an intensive communications and media relations campaign across the summer. To encourage consumers to try Coca-Cola Zero Sugar, the business will launch its biggest ever experiential campaign and give away more than four million drinks over the summer. At the heart of the campaign will be an experience featuring a five metre tall replica of the Coca-Cola Zero Sugar contour bottle which will tour the UK this summer as part of a national sampling programme. In London, people will be able to try the new soft drink at events including Coca-Cola sponsored screenings as part of the Barclaycard Presents British Summer Time in Hyde Park and a pop up “Coca-Cola Zero Sugar photo booth” at Camden Beach Bar.
In-store, consumers will be encouraged to try Coca-Cola Zero Sugar through promotional and sampling activity.