Coca-Cola Unleashes Big Ad Push for Sugar-Free Coke Zero
Coca-Cola has launched its biggest new product campaign in ten years to promote Coca-Cola Zero Sugar, a sugar-free variant that tastes closer to the original Coke.
The £10m campaign includes a TV spot airing from Thursday 7 July, which emphasizes that Coca-Cola Zero Sugar 'Tastes more like Coke, looks more like Coke'. The ad was created by Madrid-based WPP shop Sra Rushmore and directed by Pucho Mentasti for production house Mister.
The campaign also features out-of-home, experiential, and in-store activity, with over four million samples given away. A pop-up 'Taste Lounge' will be set up in central London this weekend, while a 5-meter-tall replica of the Zero Sugar contour bottle will tour the UK.
The launch is part of Coca-Cola's effort to encourage classic Coke drinkers to switch to low- or no-calorie versions. The company has been given an economic incentive by Chancellor George Osborne's 'sugar tax', which charges soft drinks manufacturers a levy per liter of sugary drink packaged for sale.