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UK: Coke to drop "Diet" and "Light" from branding

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Coca-Cola Great Britain (CCGB) is to drop the words "Diet" and "Light" from a number of its leading brands in the UK. Low calorie variants of drinks such as Fanta, Sprite, Dr Pepper and Lilt will instead be branded by the letter 'Z', which stands for zero-added sugar.

Due to launch next month, the 'Z' range is being introduced following extensive consumer testing undertaken by CCGB which, the company said, revealed a strong emotional appeal of using positive language and imagery of 'Zero Added Sugar' over 'light.'

Activity to support this redefinition includes the creation of a unified category name 'Z', cross brand integration of a large blue 'Z' graphic device on the front of all packs, flavour reformulations and a fundamental re-think on the language used to communicate the benefits of 'Zero Added Sugar' CSDs, the company said.

As of May, the 'Z' will be supported by a substantial marketing campaign which will focus on raising awareness of the new category and stimulating trial.

Coke said pre-launch testing of the 'Z' range had shown consumer reactions to be incredibly positive, with consequent intention to purchase being more than 75%.

Julia Goldin, marketing director for Coca-Cola GB said: "Anticipating, understanding and reacting to consumers' changing desires and lifestyle choices is fundamental to the continued success and growth of the CSD category, a belief that continues to help shape CCGB's ongoing focus on category innovation and leadership.

"Our research shows that more and more consumers are looking for great tasting, Zero Added Sugar CSDs which deliver a fantastic taste and brand experience at every level.  We believe the 'Z' range is a great example of how we have applied such consumer insights to answer a specific consumer need, resulting in the creation of a range that provides a diversity of choice of great tasting, 'Zero Added Sugar' CSDs, that offer true refreshment without compromise, whilst simultaneously offering consumers a substantial increase in choice to fit their current lifestyle needs."


Sectors: Soft drinks

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