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Zero rebrand for Fanta and Sprite Light

Marketing Week

Coca-Cola is planning to rebrand its “Light” products under the “Zero” banner in the UK, in a drive to clarify the products’ sugar-free status and also to attract the loyalty of health-conscious consumers. The soft drinks giant is expected to rebrand Fanta Light and Sprite Light under the names Fanta Zero and Sprite Zero respectively […]

Fulfilment ought to begin at home

Marketing Week

As David Reed points out (MW September 2), effective fulfilment is absolutely vital to any direct marketing campaign – unhappy customers vote with their feet and any business will have to work overtime on retention strategy if fulfilment fails to deliver. In my view, many of the problems surrounding fulfilment arise from it being handled […]