Coca-Cola Enterprises (CCE) is kicking off 2013 with a new campaign and limited edition pack design around the Coke Zero brand.

The campaign, Just Add Zero, will run for three months with the hope that it will establish the brand as an icon to a new generation. Activity includes a TV commercial focusing on ‘living richer’ plus outdoor advertising, and digital activity. POS is also available to retailers. Limited edition packs will also include the visual imagery of a red circle which runs across the campaign. CCE says that sales for Coke Zero have increased by nearly 20% over the past year.