Coca-Cola Great Britain launched its biggest new product campaign in a decade this week to support its new Coca-Cola Zero Sugar variant. The new product, which the company claims tastes even more like the original Coca-Cola Classic, has started hitting shelves across the UK and will supported by a multi-million-pound marketing campaign.
The launch, announced in April, is the latest in a number of actions being taken by Coca-Cola Great Britain to help people reduce their sugar consumption amid increasing pressure from the government and health campaigners. The company has spent £30m on a reformulation and new product development programme.
A new TV ad campaign for Coca-Cola Zero Sugar will be launched today. Meanwhile, out of home advertising across the UK will feature the new packaging design and use images and language to drive home the message that Coca-Cola Zero Sugar “Tastes more like Coke, looks more like Coke”.
Commenting on the launch of Coca-Cola Zero Sugar, Jon Woods, General Manager, Coca-Cola Great Britain 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 Coca-Cola 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.”