Coke Zero gets £10m revamp as Coca-Cola aligns products behind ‘one brand’ strategy

Coca-Cola is replacing its ‘Coke Zero’ variant with ‘Coca-Cola Zero Sugar’ in a bid to boost awareness of its zero-sugar variants, in what the company is calling its biggest new product launch in a decade.

‘Coca-Cola Zero Sugar’ will replace Coke Zero, which was launched in 2006, at the end of June. The move comes after research found half of people questioned did not know it contained no sugar.

The launch will be supported by a £10m marketing campaign designed to get more people to choose no sugar options. The activity will encourage consumers to try Coca-Cola Zero Sugar by highlighting that it “tastes more like Coke and looks more like Coke” than the original Coke Zero.

Jon Woods, Coca-Cola Great Britain general manager says: “For years we have offered people a choice – every brand we sell has a great tasting no sugar version.  Since 2012 our commercial strategy has focused on accelerating the growth of our no sugar options.

“We know that millions of people love the taste of Coca-Cola and have been working to refine the recipe of Coca-Cola Zero to match the taste of the original, but without sugar”

“It’s the biggest investment we’ve made in a new product launch for a decade and will give people the great taste of Coca-Cola Classic but without the sugar.”

Jon Woods, Great Britain general manager, Coca-Cola

Aligning packaging with Coca-Cola’s ‘One Brand’ strategy

Coca-Cola Zero Sugar is also getting a new look that will extend the company’s ‘One Brand’ marketing strategy to packaging. The new design incorporates the Coca-Cola red disc, which the company says “has become a signature element of the brand”.

All the other variants in Coca-Cola’s portfolio will all get a redesign at the same time as part of a global rollout that kicks off in Mexico at the start of May.

coca-cola redesign

Marcos de Quinto, Coca-Cola’s CMO, says: “Packaging is our most visible and valuable asset. The Coca-Cola red disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment.

“By applying it to our packaging in such a bold way, we are taking the next step towards full adoption of the “One Brand” strategy, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine.”

Read More: Can Coca-Cola’s ‘One Brand’ marketing strategy help sales pop?

Coca-Cola launched one brand in January after piloting it in the UK last year. It sees the four variants – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – placed under the ‘Coca-Cola’ master brand.

Tackling the sugar issue

The new product launch and packaging redesign are the latest in a series of actions taken by Coca-Cola to promote choice and help people reduce their sugar and calorie intake. Currently, 43% of Coca-Cola sold in the UK is lower or no sugar but the aim is to increase this figure to more than 50% by 2020.

Other moves include introducing smaller packs and investing more in marketing its no sugar options. According to figures supplied by the company, soft drinks is the only food and drink category in which the sugar purchased by British households is decreasing – by 13.6% in the last five years. Earlier this year the government announced it would be introducing a sugar tax on all soft drinks, which will be implemented in 2018.

Read more: Soft drink brands should embrace the sugar tax

In May, a new recipe for Coca‑Cola Life, with 45% less sugar than regular colas, will also be available in stores across Great Britain.