Coca-Cola Ireland today launched Coca-Cola Zero Sugar, the new and improved sugar free Coca-Cola. The new recipe brings Coca Cola Zero Sugar closer to the taste of original Coca-Cola Classic, but without sugar. The launch is being supported by a strong marketing campaign.
This is the latest in a number of actions taken by Coca-Cola Ireland to help people reduce their sugar consumption. It marks the next step in the Company’s strategy from offering, to shaping, choice. This includes actively encouraging more people, including Coca-Cola Classic drinkers, to choose a no sugar option. It is the latest action arising from the company’s £30 million reformulation and new product development programme.
The new advertising campaign to support the launch of Coca-Cola Zero Sugar purposefully plays to the familiar elements people love about Coca-Cola to encourage Coca-Cola Classic drinkers and new consumers to try Coca-Cola Zero Sugar.
Commenting on the launch of Coca-Cola Zero Sugar, Aoife Nagle, Marketing Manager for Coca-Cola Ireland, said: “Our consumers love the taste of Coca-Cola Classic and we are excited to unveil the new Coca-Cola Zero Sugar that gets even closer to that classic taste without sugar. Coca-Cola knows that a growing number of people want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think the taste is as good as the original. That is why we have spent many years developing this new recipe for Coca-Cola Zero Sugar that now sits alongside the range of great tasting no sugar drinks that we offer.
“We’re also putting a significant marketing investment behind this launch and throughout the coming months we’ll actively be encouraging people to choose Coca-Cola Zero Sugar.”
The advertising creative is inspired by the feelings enjoying a Coca-Cola evokes; from the sound when you open a bottle or can, the sensation of the bubbles, the unrivalled flavour and the feeling of happiness and fun. On air for month of October, the TV advert ends with the ‘surprise’ that there is no sugar in the drink, dramatising the great taste of Coca Cola Zero Sugar. New out of home advertising across Ireland from 10th of October will feature the new packaging design and use similar emotive images and language to drive home the message that Coca-Cola Zero Sugar “Tastes more like Coke, looks more like Coke”. Advertising will also be leveraged on cinemas throughout the country.
In addition to the new recipe and taste, Coca-Cola Zero Sugar will have a new look in line with the company’s One Brand marketing strategy. The new design incorporates the Coca-Cola red disc which has become a signature element of the brand, synonymous with great taste. The new identity will run across the entire range.
The launch of Coca-Cola Zero Sugar is the latest action from Coca-Cola Ireland to promote moderation and choice and help people reduce their sugar and calorie intake. Actions taken by Coca-Cola Ireland include:
- Reformulation – developing new, lower and no sugar recipes like Coca-Cola Life and Coca‑Cola Zero Sugar. This work began more than 30 years ago with the launch of no sugar Diet Coke, since then Coca-Cola has reduced the sugar and calorie content of many of its brands, including Sprite where calories were reduced by 30% by sweetening with stevia. In May, a new recipe for Coca‑Cola Life, with 45 per cent less sugar than regular colas, launched in stores across Ireland. On average we’ve reduced calories per litre by 8% in our sparkling drinks.
- Promoting clear information – all of Coca-Cola Ireland’s bottles and cans display the voluntary colour-coded nutrition labels on the front providing consumers with more information.
- Marketing – under its new global One Brand strategy launched in January this year, Coca-Cola Ireland continues to invest more of its marketing budget in the lower and no sugar variants of Coca-Cola. Currently, over 40 per cent of Coca-Cola sold in Ireland is lower or no sugar and the new marketing strategy is designed to increase this figure to more than 50 per cent by 2020.
For further information, please contact:
Suzanne Sullivan, 01-4751444/086-3797291
Cillian Murphy, 01-4751444/086-4107750
Notes to editors:
Coca-Cola Zero Sugar is available in a range of pack sizes including:
- 330ml can
- 330ml contour glass bottle
- 500ml bottle
- 1.25L bottle
- 1.75L bottle
- 6 x 330ml can multipack
- 8 x 330ml can multipack