Coke Zero Sugar Gets Design Overhaul Backed By New Campaign

Coke will attempt to grab media attention in the Big Apple tonight by tasting the product at street intersections where the so-called Manhattanhenge sunset can be seen.

The trade magazine Beverage Digest reported this morning that Coke is sending media kits to influencers who “play with the notion of” Old Coca-Cola Zero Sugar “versus” New Coca-Cola Zero Sugar “, perhaps reminiscent of the New Coke saga. from 1985. ”

The “Best Coke Ever?” The line also appears to be aimed at trying to spark conversation on social media, while also representing a shift in tactics in how the sugar-free, calorie-free variety is compared to regular high-calorie Coke.

“While Coke Zero Sugar’s marketing has long focused on the brand’s quest to taste exactly like regular Coke Classic, the new campaign appears to playfully pit the two brands against each other,” observed Beverage Digest.

Coke Zero Sugar increased sales volume by 5% last year (while Regular Coke fell 4%), according to Beverage Digest. Coke Zero remains much bigger than Pepsi Zero Sugar, but the Pepsi variety is on the rise, with sales up nearly 24% last year, according to Beverage Digest.

Coke’s branding update comes four years after it was renamed Coke Zero to Coke Zero Sugar in an effort to communicate more clearly that the variety is sugar-free. This decision was also accompanied by design and changes to the formula.


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