Coca-Cola Great Britain has revealed a new design for the Coca-Cola range featuring new look packaging for Coca-Cola original taste and Coca-Cola zero sugar.
The changes unify both variants with the iconic Coca-Cola red and form part of the company’s commercial strategy to encourage more people to try Coca-Cola zero sugar.
A £5m marketing campaign by McCann Europe, will communicate the changes to consumers and will include a 10-second and 30-second TVC alongside out of home advertising.
An extensive Coca-Cola zero sugar sampling campaign will see seven million cans sampled by the end of the year.
Alec Mellor, Coca-Cola marketing manager said: “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 and we believe this latest change will help us grow it even further and encourage more people to give it a try.”
Source: The Drum
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