Coca-Cola European Partners (CCEP) has revealed a new look for its Coca-Cola Classic and Zero Sugar line-up.
As part of the company’s strategy to encourage more people to try Coca-Cola Zero Sugar, the zero calorie drink will now feature a more uniform red design.
Classic and Zero Sugar lines, including Original, Cherry, Peach and Vanilla, will also feature coloured bands across the top of bottles and cans to clearly differentiate between each variants.
The packaging revamp will be backed by a £5m campaign, including a new TV advert titled ‘One Way or Another’. The 30-second and 10-second creatives are designed to remind shoppers that they can enjoy Coca-Cola with or without sugar.
Seven million cans of Coca-Cola Zero Sugar will also be handed out to shoppers by the end of the year, as part of the brand’s extensive sampling activity.
Simon Harrison, customer marketing director for CCEP said: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola and 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 we believe this latest change will help us grow it even further and encourage more people to give it a try.”
The new look Coca-Cola range is rolling out to independent retailers now.