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UK: Coca-Cola GB launches Coke Life with marketing fanfare

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The UK division of The Coca-Cola Co has lined up a marketing campaign in the country to back the launch of Coca-Cola Life.

Coca-Cola Life launches in the UK today

Coca-Cola Life launches in the UK today

The brand extension, which is positioned as a low-calorie alternative and is sweetened with stevia, hits UK shelves today. The related marketing push comprises out-of-home, print, digital and experiential activity.

The “multi-million pound” campaign starts this week and will run until the end of next month.

“We … have designed a brand awareness campaign to help create an instant buzz and impact for our consumers,” said Coca-Cola UK's marketing, strategy & activation director, Bobby Brittain.

Coca-Cola Life, which was initially launched in Argentina and Chile last year, has a third fewer calories than brand Coke. It is available in the UK in a 33cl can, in 50cl and 1.75-litre PET bottles, as well as in 6 x 33cl can and 8 x 33cl can multipacks.

For a consideration of the variant by just-drinks' soft drinks commentator, Richard Corbett, click here.


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