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

SA's most valuable brands
22/07/2019 - 09:34
SA's most valuable brands could be a source of growth and job creation for the company, says the head of Brand Finance, which has just released its latest report on the strongest and best performing local brands.

Pioneer Foods deal will be PepsiCo's biggest in Sub-Saharan Africa
22/07/2019 - 09:04
The US food and beverages company says the deal, worth about R24bn, will boost the SA economy.

Food and beverages giant PepsiCo makes offer to acquire Pioneer Foods
19/07/2019 - 10:18
In a vote of confidence about SA’s long-term prospects, New York-based food and beverages giant PepsiCo has made an offer to buy Pioneer Food Group, which makes Sasko breads and Ceres juices, in a deal worth at least R25.4bn.

Refinery celebrates diversity with new fashion campaign
18/07/2019 - 11:39
Local fashion retailer Refinery is set to make waves across the local industry with its new spring campaign which embraces diversity, encouraging others to be unashamedly, authentically themselves.

Technology is fundamentally altering the relationship between brands and consumers
15/07/2019 - 16:44
Both businesses and societies that have accelerated their digital transformation efforts have been rewarded with faster growth. In fact, digital transformation has the potential to unlock the value of about R5-trillion across multiple industries in the next decade, potentially moving the needle of economic growth in SA. So said Wayne Hull, MD of Accenture Digital, at the annual IAB Summit earlier this year.