This summer Coca-Cola Enterprises is introducing British consumers to Coca-Cola Zero.
Coca-Cola Zero is positioned as the new Coca-Cola drink with the same taste as regular Coca-Cola but zero sugar. It was launched in Australia earlier this year and broke all records for household penetration after just eight weeks. The new drink is aimed at men aged between 20 and 29 who have enjoyed traditional Coca-Cola when younger, but are now looking for a zero sugar option but won’t drink Diet Coke.
It will be supported by TV advertising and sampling and a 2000-strong sales team will visit over 100,000 outlets.
Kieran Hemsworth, operational marketing director CCE, commented: “Our research has shown there is an opportunity to offer the British consumer, and in particular young men, a new way to enjoy their favourite brand, with a great Coke taste but zero sugar.”
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