The £4.5m campaign is the first time Coca-Cola European Partners (CCEP) has backed the brand with a significant sum since reformulating and relaunching the product from Coke Zero in April last year, when £10m was spent.
New marketing will feature the slogan ‘Tastes More Like Coke’ to highlight the calorie-free variant tastes like Classic Coke, but without sugar.
Campaign material will cover six-sheets (bus stop posters), buses and digital, as well as a 20-second television commercial that will run until the end of February.
Delivers iconic taste
CEEP operational marketing director Simon Harrison said: “This campaign is designed to help retailers grow their sales by highlighting to consumers that Coca-Cola Zero Sugar is not only calorie-free, but delivers the iconic taste and refreshment of Coca-Cola Classic.
“This multimillion-pound investment underlines our commitment to supporting further growth of the brand by encouraging consumers to switch to no sugar and bringing new people into the category, helping retailers to build on the impressive sales of Coca-Cola Zero Sugar since its launch last summer.”
The launch of Coca-Cola Zero Sugar was the first new product from Coca-Cola since its stevia-sweetened Coke Life in 2014.
Coke Zero was also rebranded as too few consumers knew it was sugar-free, according to CEEP last year.
Biggest investment for a decade
At the time of the rebrand, CCEP general manager Leendert Hollander said: “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 so we 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.”