Reformulates to Encourage No Sugar Consumption
Coca-Cola Zero was originally launched in Great Britain in 2006 to great
Demand for Coke Zero started strong yet
In 2016, Coca-Cola re-launched the product with a new name and a new taste. The Coca-Cola GB marketing team took this opportunity to step in and educate the
Perfectly Served Samples
Through a July brand marketing launch, complete
"More than 4.5 million Coca-Cola Zero Sugar samples were served."
With a goal of educating 4.5 million UK consumers, the Coca-Cola Zero Sugar ambassadors showed up in bustling city transportation hubs, grocery stores and university fairs. The goal for each pour was to provide a genuine Coca-
- Sight: Receiving the beverage from someone with a smile, in a branded setting
- Touch: Drinking the beverage stored at the optimal 3 degree Celsius
- Sound: Hearing the popping of the tab and fizzing of the bubbles
- Smell: Acknowledging the distinct Coca-Cola aroma after the bottle was opened
- Taste: Enjoying the same great taste as Coca-Cola, but with zero sugar
After interacting with the brand ambassadors, samplers were encouraged to recycle their cans and contribute to Coca-Cola’s sustainable mission. In total, more than 4.5 million Coke Zero Sugar samples were served.
The most effective in-person brand experiences are amplified through online activations, with consumers sharing what’s happening on their social networks. The Coke Zero Sugar sampling tour included a mobile set up, which made its debut at the 10-day British Summertime Festival and offered fans an opportunity to create personalized animated images for social sharing.
The Value of the Venture
Coca-Cola estimated that through TV, radio, outdoor, digital and public transportation advertisements, the campaign reached 98 percent of all adults in Great Britain at a frequency of at least 32 times from July to
"The campaign will
Coupled with the millions of free samples, word on the street was out that Coca-ColaZero Sugar is rich in taste without the sugar and calories. The product and its marketing strategy align with Coca-Cola’s commitment to bring more choice to consumers and to build awareness of and access to no and low-sugar alternatives.
“Channels such as TV and radio can help us spread the word but there is nothing like the back to basics approach of product sampling,” said Coca-Cola Great Britain Senior Brand Manager Christina Lecky. “When we say great Coca-Cola taste with no sugar, we really mean it. For 4.5 million UK consumers, tasting is indeed believing.”