Coca-Cola Europacific Partners (CCEP) is rolling out Coca-Cola Zero Sugar’s new look to its Cherry and Vanilla variants this month, and is celebrating with a nationwide sampling and marketing campaign kicking off in August.
The launch follows another successful year for Coca-Cola Zero Sugar. Now worth £322m and the fastest-growing zero-sugar cola in retail year-to-date, its new and improved Coca-Cola taste and packaging design aims to recruit new shoppers to the zero-sugar colas segment.
Research has shown that Coca-Cola Zero Sugar’s new-look packs are easier for shoppers to find at the fixture, which means the Cherry and Vanilla variants, worth a combined £25m (up £4m on last year), will also gain from their redesign.
A continuation of the "Open That Coca-Cola" campaign launched earlier this year, the summer burst will target young adults from the middle of August and will include sampling Coca-Cola Zero Sugar at festivals, via digital couponing, and when students return to university in September.
“We know that our refreshed packaging designs help Coca-Cola Zero Sugar stand out on-shelf, and now that our flavours are included, the line-up looks stronger than ever," said Martin Attock, Vice-President, Commercial Development at Coca-Cola Europacific Partners.
“Flavoured zero sugar colas represent an exciting opportunity for retailers – if growth continues at the current rate, there’s scope for an additional £14m in sales this year[7]. That’s why we’re distributing more than a million packs with our latest sampling initiative – supported by another £3m media investment to keep the full Coca-Cola Zero Sugar range front of mind with shoppers, this summer and beyond.”
