Coca-Cola Enterprises has announced a three-month push for its no-sugar Coke Zero.
The Just Add Zero campaign kicks off on Monday (13 January) and will include a new TV ad that CCE described as an “action-packed” look at how things get bigger and better when you add zero: a visit to one country becomes an epic journey of 10, a group of 10 mates becomes 100, while a party of 100 transforms into a festival of 1,000.
New-look limited-edition packaging is rolling out as part of the campaign, and features a red circle design that will also appear on outdoor and POS activity.
The push for the sugar-free drink breaks as pressure is growing on sugary products. Influential body Consensus Action on Salt and Health (CASH) this week launched the Action on Sugar campaign targeting the “huge and unnecessary amounts of sugar that are currently being added to our food and soft drinks”.
Speaking before the CASH announcement, CCE operational marketing director Caroline Cater said: “Our significant investment in this new campaign reflects our ongoing commitment to highlight the choices available for consumers who don’t want to compromise on taste for zero sugar and zero calories.”
CCE added that sales of Coke Zero had grown 20% over the past year, driven by a strong performance in the supermarkets.
“We are confident this campaign will help the brand grow even further,” said Cater. “We’re now looking to support our growth in the grocery multiples with a further push in the impulse channel, marked by a new edgier direction with the Just Add Zero platform.”
See this weekend’s The Grocer for more on the Action on Sugar campaign.
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