Advertise with fastmoving.co.za
 
 

Coca-Cola GB has announced plans for a revamp of its Zero Sugar variant, which will be accompanied by a multi-million pound campaign, as it looks to revive sales.
Coca-Cola GB has announced plans for a revamp of its Zero Sugar variant, which will be accompanied by a multi-million pound campaign, as it looks to revive sales.

Coca-Cola unveils major new push for Zero Sugar

FMCG SUPPLIER NEWS

Nam News - Aug 23rd 2018, 09:09

Coca-Cola GB has announced plans for a revamp of its Zero Sugar variant, which will be accompanied by a multi-million-pound campaign, as it looks to revive sales. 

The changes include a new look, to be rolled out in September, which will feature a red disk against a black background. It will also feature a black band at the top of the packaging which carries the words ‘Zero Sugar No Calories’.

The overhaul will be supported by a £5m advertising campaign which will aim to highlight how similar the variant is to classic Coke. A TV ad – set to air on 18 September – will showcase “mirrored visuals of great experiences, that like both drinks, are just as enjoyable either way”. Meanwhile, a widespread sampling campaign will see seven million cans sampled by end-2018.

Alec Mellor, marketing manager at Coca-Cola GB, noted: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola and 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 [Nielsen] and we believe this latest change will help us grow it even further and encourage more people to give it a try.”

Jonathan Davison, Beverage Analyst at data and analytics firm GlobalData, offered his view on the development: “Coca-Cola’s Zero Sugar variant has achieved substantial gains across the UK in recent years, most notably a 29% increase in 2017, so this move to unify its packaging design with the main brand will only strengthen the brand’s sales still further.”

Davison added: “A core brand packaging revamp like this will have been long in the planning, but the timing of Coca-Cola’s announcement provides the most compelling evidence yet that it is keeping a close watch on the progress of closest challenger PepsiCo. The unveiling of the new-look designs could well have been brought forward to counter the news of PepsiCo’s SodaStream acquisition, barely 24 hours after the latter featured heavily in mainstream global media. This, in turn, came days after Coca-Cola revealed plans to invest in sports drinks brand BodyArmor.”
NamNews 

Read more about: zero sugar | pepsico | globaldata | coca cola | brands

Related News

Key trends in grocery retail 2019
21/01/2019 - 11:00
As consumer expectations continue to shift, grocery retailers must ensure that they keep a finger on the pulse of changing demands. James Butcher, managing director of grocery retail specialist, Solutions for Retail Brands (S4RB), examines the key grocery trends to keep an eye out for in 2019.

The era of post-modern marketing
15/01/2019 - 14:05
It’s the age of post-modern marketing when creativity and storytelling are combined with modern technology and a focus on human behaviour.

Mergers & acquisitions: How to manage growth with the right brand architecture strategy
14/01/2019 - 13:30
According to Reuters, there were over 50,000 merger & acquisition (M&A) deals announced in 2018. By May, R26.6-trillion had been spent on M&As, more than seven times SA’s annual GDP.

Why mobile is the gatekeeper of brand loyalty today
19/12/2018 - 10:33
Achieving long-term brand loyalty has become brutally difficult for South African retailers. Mobile represents an unparalleled opportunity for savvy retailers to reach customers in more personalised, efficient and powerful ways – paving the way for a new era of data-driven brand loyalty.

Affiliate marketing in numbers: What is it?
18/12/2018 - 11:37
Affiliate marketing is a great way to connect with other companies and brands to establish a mutually beneficial relationship. It's a great way to monetize your website and earn a few extra bucks easily. Affiliate marketing uses website traffic from one website to generate clicks and sales for the affiliate brand. The site who posts the affiliate link will then get a percentage of the income generated from those clicks and sales.