Coke Zero Gets Upgrade

Coke Zero has refreshed and delighted hundreds of millions of fans for over a decade with its real Coca-Cola taste without sugar or calories. Now, through advanced in-house innovation and more than a year of market testing, Coke Zero is getting a new name, new look and even more delicious taste.

Coca-Cola Zero Sugar is the new and improved Coke Zero. We’ve made the great taste of Coke Zero even better by optimizing the unique blend of flavors that gave Coke Zero its real Coca-Cola taste. Coca-Cola Zero Sugar is our best-tasting zero-sugar Coca-Cola yet, and it will be available across America in August.

This evolution comes at a time when Coke Zero is a strong, growing brand – in fact, it was one of the top 10 U.S. sparkling brands in 2016, with 3.5 percent dollar sales growth. But we recognized an opportunity to give the brand another boost and to encourage more Coca-Cola fans to try a great-tasting zero-sugar product.  Consistent with moves we’ve already made successfully in more than 25 markets around the world, we’re changing the name to Coca-Cola Zero Sugar to be as clear and descriptive as possible about the product and the promise that it delivers great Coca-Cola taste without sugar.

'Coca-Cola Zero Sugar is the new and improved Coca-Cola Zero. We’ve made the great taste of Coke Zero even better by optimizing the unique blend of flavors that gave Coke Zero its real Coca-Cola taste. Coca-Cola Zero Sugar is our best-tasting zero-sugar Coca-Cola yet, and it will be available across America in August.'

The refreshed brand will sport a new look featuring the iconic red Coca-Cola disc against the familiar black background known by loyal Coke Zero fans. The packaging revamp supports our company’s “One Brand” strategy to bring all Coca-Cola Trademark brands together to show fans we have a Coca-Cola for everyone. The changes also support our continued efforts to boost promotion of no- and low-sugar Coca-Cola options to help people looking to reduce their consumption of added sugars. We currently offer nearly 250 other delicious no- and low-calorie beverages in the U.S.
Coca-Cola Zero Sugar will be supported by an integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will run from September through December. Also, an experiential sampling tour will invite people in local communities across the country to try Coca-Cola Zero Sugar. This robust campaign represents the biggest investment we have made in the brand since its launch in 2005.

This U.S. launch builds on the success and popularity of Coca-Cola Zero Sugar already seen in Great Britain, Mexico and more than 25 other countries around the world. Volume sales of Coca-Cola Zero Sugar (including legacy recipes) have grown by double digits globally year-to-date, with the strongest growth in Europe and Latin America, where the new recipe is more broadly available. We’re really encouraged by the response we’ve had from people who have tried Coca-Cola Zero Sugar so far.

Editor
ATLANTA TREND™

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