The Coca-Cola Co kicks off Coca-Cola Zero Sugar campaign in UK - video
The Coca-Cola Co has unveiled its first TV ad campaign for Coca-Cola Zero Sugar, the reformulated and rebranded no-sugar Coke launched in the UK.
The ad continues Coca-Cola's brand message for Coca-Cola Zero Sugar, which the company claims tastes more like regular Coke than the Coca-Cola Zero it replaces. The campaign is part of a GBP10m (US$13m) investment in the brand and comes as Coca-Cola Zero Sugar hits UK shelves this month.
Coca-Cola Zero Sugar was first announced in April alongside a global packaging overhaul for the Coke range. The reformulated Coke Zero Sugar will only be available in the UK, Coca-Cola has said, citing local taste preferences.
Coke Zero Sugar is Coca-Cola GB's biggest investment in a new product launch for a decade, and the marketing campaign highlights that the product "tastes more like Coke and looks more like Coke" than the original Coke Zero.
Coca-Cola claims the new ad is "inspired by the feelings enjoying a Coca-Cola evokes". It will air from 7 July.
As part of the launch, Coca-Cola is opening the Coca-Cola Zero Sugar Taste Lounge in central London this weekend. Coca-Cola GB plans to give away 4m drinks over the Summer to encourage trial.
Last week, analysts said that Coca-Cola's European bottler, Coca-Cola European Partners, is likely to be affected by the UK's decision to leave the EU because it is exposed to currency weakness in the country.
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