Coca-Cola has unveiled its first TV ad campaign for Coca-Cola Zero Sugar, the reformulated and rebranded no-sugar Coke, which was, until recently, known as Coke Zero. The ad continues Coca-Cola's brand message for Coca-Cola Zero Sugar, which the company claims tastes more like regular Coke than the Coca-Cola Zero it replaces. The spot was created by the Madrid-based WPP shop Sra Rushmore and was directed by Pucho Mentasti for the production house Mister, with MediaCom handling media buying. The £10 million campaign is part of a £30 million investment in the brand, and comes as Coca-Cola Zero Sugar hits UK shelves this month.
Coca-Cola Zero Sugar was first announced in April alongside a global packaging overhaul for the Coke range. The reformulated beverage will only be available in the UK, supposedly due to local taste preferences. Coke Zero Sugar is Coca-Cola GB's biggest investment in a new product launch for a decade, and the marketing campaign highlights that the product tastes more like Coke and looks more like Coke than the original Coke Zero. The drink was renamed and given a recipe overhaul after research revealed that half of British consumers actually didn't realise that Coke Zero contained no sugar!
The brand is delivering its largest ever experiential campaign to encourage consumers to try the new recipe drink. At the heart of the campaign will be an experience featuring a five metre tall replica of the iconic Coca-Cola Zero Sugar contour bottle, which will tour the UK this summer as part of a national sampling programme. In London, people will be able to try the new soft drink at events including Coca-Cola sponsored screenings as part of the Barclaycard British Summer Time in Hyde Park and a pop up “Coca-Cola Zero Sugar photo booth” at Camden Beach Bar.
This week (7-9 July), a pop-up Zero Sugar Taste Lounge will also be opening at Rathbone Place in London from 11am to 6pm daily, offering fans the opportunity to sample the new recipe in a “Sensory experience” designed to be the perfect setting to enjoy the drink. A series of zones will ignite the senses; from a striking halo effect bar, to a refreshing soundscape reflecting the unique sounds of the perfect serve of Coke. Visual displays will depict the bubbles and liquid that combine to create the iconic Coke experience.
Jon Woods, General Manager at Coca-Cola Great Britain, said: “We already offer a number of great tasting drinks with no sugar but with Coca-Cola Zero Sugar we’ve spent years developing this new recipe to get even closer to the taste of Coca-Cola Classic without the sugar. That’s important because we know a growing number of people want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. As well as ensuring it tastes great we’re putting our biggest marketing investment in a decade behind this launch and throughout the summer we’ll be encouraging people to choose no sugar.”
People will be encouraged to join the interactive experiences by creating and sharing personalised moving content at the events, and share the #TasteTheFeeling message across social channels. In store, meanwhile, consumers will be encouraged to try Coca-Cola Zero Sugar through promotional and sampling activity. It's all part of a massive push to distance the brand from its sugary reputation, which is particularly apt in the UK market, given the so-called “Sugar tax” instigated by George Osborne back in March this year. That's not to say, however, that the brand has forgotten its roots, as the Zero Sugar push is just one part of a major strategic overhaul, which has seen the brand adopting a “One Brand” strategy that unites its multiple variants under one cohesive banner.
