FDBusiness.com

The Coca-Cola range, including Coca-Cola Original Taste and Coca-Cola Zero Sugar, has a brand-new look in the UK. The newly designed packaging aims to unify the range with the iconic red colour of Coca-Cola to make it even clearer that, whichever consumers choose, they will get the same great Coca-Cola taste and experience – either with or without sugar.

Since launching in 2016, Coca-Cola Zero Sugar is now the fastest-growing cola brand in the UK. And today more than half of the Coca-Cola sold contains no sugar.

However, Original Taste Coca-Cola has the same recipe dating from 1886.

By September 2018, all Coca-Cola drinks will be in full-red packaging with a distinctive, coloured band across the top of the label on the bottle or can, as well as the bottle cap, so consumers can easily see which flavour is which.

The range includes: Coca-Cola Original Taste (Classic), Coca-Cola Zero Sugar, Coca-Cola Zero Sugar Cherry, Coca-Cola Zero Sugar Peach and Coca-Cola Zero Sugar Vanilla.

£5 million marketing campaign

To make Coca-Cola fans aware of the change, a £5 million marketing campaign will communicate the new look. It includes two adverts that will be shown on TV and online, coupled with an extensive outdoor advertising campaign. Coca-Cola will also be taking to the streets and giving out 7 million sample cans of Coca-Cola Zero Sugar before the end of 2018.

The new advert, ‘One Way or Another’, reminds Coca-Cola fans that they can enjoy the great taste of Coca-Cola with or without sugar. The film is brought to life through a series of fun, mirrored visuals of great experiences that, like both drinks, are just as enjoyable either way – tied together with the tagline ‘an original taste, one way or another’.

Alec Mellor, Coca-Cola Marketing Manager, points out that red is synonymous with Coca-Cola: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola,” he says. “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 is now the fastest-growing cola in UK retail. We believe this latest change will help us grow the brand even further and encourage more people to give it a try.”

All Coca-Cola packaging will continue to be 100% recyclable and the Coca-Cola system is committed to increasing the recycled plastic in all its bottles from 25% to 50% by 2020.