Coke says the television ad, which breaks today, aims to highlight “the choice available across its portfolio”, and “reminds and reassures consumers about the breadth of choice available, with regular, zero sugar and pack size offerings for everyone and for every occasion.”
The move follows a successful year for the soft drink giant whose combined sales of the three Coke brands broke through the £1bn barrier for the first time.
However, the soft drinks giant lost its on-trade hold in the UK with rivals Pepsi overtaking Coca-Cola as the top-selling brand in the on-trade, according to the Britvic Soft Drinks Report 2010.
The 30 second spot will air during the day as well as targeting specific evening programmes including Location, Location, Location and Grand Designs, appealing to the campaign’s target audience of mums.
Cathryn Sleight, marketing director for CCGB, says: “This creative provides the perfect way to remind consumers of the great taste and refreshment that our My Coke portfolio offers whilst demonstrating our commitment to providing consumers with a choice of regular and zero sugar beverages available in a variety of pack sizes. The ad highlights that there is a drink for every occasion and provides mums with the information they need to make an informed choice, whatever their lifestyle.”
Coca-Cola Great Britain (CCGB) recently announced it is to promote its brands in partnership with ITV under the strap line “Saturday night tastes better with Coca-Cola and ITV1”.
Rival Pepsi is now focusing on increasing its on-the-go share in the UK. It will launch a new campaign focusing on its decision to increase the size of its sugar-free variants from 500ml to 600ml from 12 April.