Coca-Cola European Partners has revealed a new look for its original and Zero Sugar lineups – in a change that unifies their designs for the first time.
As part of the soft drink giant’s strategy “to encourage more people to try Coca-Cola Zero Sugar”, the no-calorie soda will axe its predominantly black packaging in favour of the iconic Coke red.
From next month, Original Taste (previously Classic) and Zero Sugar will feature coloured bands across the top of their bottles and cans to denote their variant and help shoppers differentiate between the two.
The change will be backed by a £5m campaign, including a TV ad called ‘One Way or Another’. Its 30-second and 10-second edits would remind viewers that “they can enjoy the great taste of Coca-Cola with or without sugar” said CCEP.
Extensive Zero Sugar sampling activity will see seven million cans handed out by the end of the year.
Ad of the Week: Coke enters hall of mirrors to ‘highlight’ packaging change
The colour red has been associated for more than 130 years “with the great taste and experience of enjoying a Coca-Cola”, said Simon Harrison, customer marketing director at CCEP. “We want to make it even clearer that you can have that taste and experience with or without sugar.”
The latest overhaul of the Coca-Cola brand follows the February shake-up for Diet Coke in the UK, when the range was given a fresh look and new flavours.
At the same time, CCEP added a Peach variant to Zero Sugar. Since its launch in 2016 – as a replacement for Coke Zero – the soda has been an enormous success, last year adding an extra £39.3m to the wider Coca-Cola brand [Nielsen 52 w/e 9 September 2017].
In 2015, Coca-Cola brought all the Coke variants together under one brand.
No comments yet