Coca-cola extends iconic ‘red’ to coca-cola zero sugar packs
Coca-Cola has revealed a new design for the Coca-Cola range featuring new look packaging for Coca-Cola and Coca-Cola zero sugar.
The changes unify both variants with the iconic Coca-Cola red and form part of the company’s commercial strategy to encourage more people to try Coca-Cola zero sugar.
From September onwards, the bottles and cans of both variants will feature the iconic Coca-Cola red with a coloured band across the top of the bottle or can to denote whether it is the original taste or zero sugar. The bottles will also feature coloured caps to help consumers differentiate between the original recipe and no sugar variants.
The packaging changes are the latest move in the company’s commercial strategy to drive sales of its no sugar drinks including Coca-Cola zero sugar. This builds on the launch of the new Coca-Cola zero sugar in 2016, when it was given a new recipe and look, and since then it has become the fastest growing cola across the island of Ireland in the grocery channel.[1] Today, 51% of all Coca-Cola sold in Ireland has no sugar.
As part of the changes Coca-Cola Classic will now be referred to on packs as Coca-Cola original taste to make clearer it is the original recipe from 1886 which has not changed. A significant million marketing campaign featuring a new TV advert called ‘One Way or Another’ will launch in September to raise awareness of the changes.
Jon Woods, Coca-Cola UK & Ireland general manager said: “These latest changes are a key part of our strategy to encourage more people to try Coca-Cola zero sugar by making it even clearer that you’ll still get the great taste of Coca-Cola but without the sugar. In the last year we have achieved 11 million more transactions for Coca-Cola zero sugar, and with this new approach, we believe we will accelerate that growth even further.”
Matthieu Seguin, general manager, Coca-Cola HBC Ireland and Northern Ireland, added, “In line with our overall strategy, we have been increasing the marketing and availability of Coca‑Cola zero sugar for some time. Our ‘Hero Zero’ approach has seen us either lead with or feature a no-sugar Coca-Cola variant in all of our point-of-sale communication and we consistently work to ensure that the low sugar option is the easy choice for our consumers. Thanks to this commitment, more than half the cola we sell in Ireland has no sugar.”
“With our new campaign, we will go one step further by extending the iconic red to Coca-Cola zero sugar across packs, encouraging more to enjoy their Coca-Cola, ‘one way or another’.”
