Coca-Cola has announced that it is merging its Coca-Cola Original Taste and Zero Sugar ranges to have a unified look.
The newly designed packaging aims to ‘unify’ the range with the iconic red colour of Coca-Cola. The company wishes to highlight that whichever option you choose, you’ll get the same great Coca-Cola taste with or without sugar.
The new packs will be available from 20 August 2018 onwards across the UK and Ireland. And by September 2018, all Coca-Cola drinks will be in full-red packaging with a distinctive, coloured band across the top of the label on the bottle or can, as well as the bottle cap, so you can easily see which flavour is which.
The affected ranges include Coca-Cola Original Taste (Classic), Coca-Cola Zero Sugar, Coca-Cola Zero Sugar Cherry, Coca-Cola Zero Sugar Peach, and Coca-Cola Zero Sugar Vanilla.
One Way Or Another
The group will advertise the changes through a £5 million marketing campaign that will include two adverts on TV and online, combined with an ‘extensive’ outdoor advertising campaign.
The new advert, ‘One Way or Another’, reminds Coca-Cola fans that they can enjoy the great taste of Coca-Cola with or without sugar.
The company will also give out 7 million sample cans of Coca-Cola Zero Sugar on the streets before the end of the year.
“These latest changes are a key part of our strategy to encourage more people to try Coca-Cola zero sugar by making it even clearer that you’ll still get the great taste of Coca-Cola but without the sugar," said Jon Woods, Coca-Cola UK & Ireland general manager.
In the last year we have achieved 11 million more transactions for Coca-Cola zero sugar, and with this new approach, we believe we will accelerate that growth even further.”
All of the new cans will be 100% recyclable, and the company reaffirmed its commitment to increasing the recycled plastic in all our bottles from 25 to 50 per cent by 2020.
Iconic Red
Alec Mellor, Coca-Cola marketing manager, says that red is synonymous with Coca-Cola.
“For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola,” he says. “We want to make it even clearer that you can have that taste and experience with or without sugar.
“Sales of Coca-Cola zero sugar have almost doubled in the last two years and is now the fastest-growing cola in UK retail. We believe this latest change will help us grow the brand even further and encourage more people to give it a try.”
Coca-Coca Ireland said that, at the time of writing, 51% of all Coca-Cola sold in Ireland has no sugar.
Marketing Push
Matthieu Seguin, general manager, Coca-Cola HBC Ireland and Northern Ireland, said that the group has been increasing the marketing and availability of Coca‑Cola zero sugar for some time.
“Our ‘Hero Zero’ approach has seen us either lead with or feature a no-sugar Coca-Cola variant in all of our point-of-sale communication and we consistently work to ensure that the low sugar option is the easy choice for our consumers. Thanks to this commitment, more than half the cola we sell in Ireland has no sugar.”
“With our new campaign, we will go one step further by extending the iconic red to Coca-Cola zero sugar across packs, encouraging more to enjoy their Coca-Cola, ‘one way or another’.”
All of the new cans will be 100% recyclable, and the company reaffirmed its commitment to increasing the recycled plastic in all our bottles from 25 to 50 per cent by 2020.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.
