UK: CCE planning to make hero out of Zero

By just-drinks.com editorial team | 4 July 2006

Coca-Cola Enterprises (CCE) is set to unleash a promotional push for Coca-Cola Zero in the UK.

The company confirmed today (4 July) that it will run one of its biggest ever marketing campaigns in the country this summer, in an attempt to focus on attracting young males to the brand. Financial details for the move were not disclosed.

The campaign begins on Monday (10 July), with 2,500 employees from across CCE and Coca-Cola GB taking to the streets in July to distribute the drink to consumers and retailers. Over 4m samples will be given away during the month.

The biggest proportion of the investment is being spent on outdoor advertising, which will see Coca-Cola Zero advertising on high streets and near bars, supermarkets and convenience stores across the country.

"The summer has been a great success so far for CCE," said CCE's operational marketing director, Kieran Hemsworth. "We've had a fantastic trade reaction to our World Cup campaign with our biggest ever distribution day taking place in June.

"Already we are seeing some very positive signs in terms of carbonated soft drinks (CSD) growth. In the latest four-week data, CSDs have returned to growth for the first time in 18 months. This has been driven by the cola sector, which is up 4.9% in volume versus this time last year."

Sectors: Soft drinks, Water

Companies: CCE, CSDs