Coca-Cola to air ‘First Taste’ ad for Zero Sugar variant

  • Print
  • Share
  • Comment
  • Save

Coca-Cola Zero Sugar First Taste advert

Ad sees the elderly Mr Hadley character attend a Pride parade

A new Coca-Cola advert will hit screens next week, focusing on the brand’s flourishing Zero Sugar variant.

Called First Taste, it stars the elderly character Mr Hadley, who first appeared 12 years ago in an ad for original Coke.

The new commercial will make its debut on Monday (15 January) across TV, online and cinema. It sees retirement home resident Mr Hadley – played by the same actor, Nicolas Coster, as in the 2006 spot – tasting Zero Sugar for the first time. He then ruminates on all the experiences he’s never had: from getting a tattoo and diving into an Olympic-size swimming pool, to attending a Pride parade and crowd-surfing at a music festival.

Featuring Queen’s 1984 hit I Want to Break Free, the ad will be supported across OOH, digital and PR. It aimed to bring to life “the concept of those ‘bucket list’ moments that universally resonate with people” said Simon Harrison, customer marketing director at Coca-Cola European Partners. “We want to build on the success of the brand to date, reminding people of what makes it so special.”

Zero Sugar launched in April 2016, since when it has been largely responsible for the growth of the Coca-Cola portfolio. It racked up an extra £39.3m of value sales last year, single-handedly pushing the Coca-Cola brand up 2.5% to £1,133.5m [Nielsen 52 w/e 9 September].

Have your say

Sign up to a Free 30 day Gold Membership Trial

  • Claim your free trial >>
  • You will be able to:

    - Comment on your industry
    - Read the latest category information
    - Find out more on consumer behaviours to technological advances

    You must sign in to make a comment

    • Print
    • Share
    • Comment
    • Save



    CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

    Grocer jobs Experts in FMCG

    Essity Grocery Controller (Senior Sales Manager)

    Grocery Controller (Senior Sales Manager) - Essity

    excellent salary +car, bonus, PMI, pension
    Search jobs

    Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.



    Yes!I want to read more     CLAIM FREE TRIAL NOW
    Sign up to a 30 day free trial