Wed, 01 Feb 2023 12:11:43 GMT
The Coca-Cola Company today announced the launch of its new global, disruptive, trial-driving initiative for Coca-Cola Zero Sugar. Building on the success of the brand’s 2021 reformulation, refreshing its ‘Best Coke Ever?’ platform for 2023 with a new call to action to ‘Take A Taste’.
Rolling-out globally across February and March, this digitally led initiative is designed to accelerate growth for both Coca-Cola Zero Sugar and its caffeine-free counterpart Coca-Cola Zero Sugar Zero Caffeine, which launched in June 2022 by driving trial and increasing desire, particularly among those who refuse to compromise on taste in choosing zero sugar.
“Spotlighting the excellent taste credentials of Coca-Cola Zero Sugar, the refreshed ‘Best Coke Ever?’ platform for 2023 centres on the premise that Coca-Cola Zero Sugar tastes so good, people will need to protect theirs from would-be takers: with tongue-in-cheek digital and social-first executions to drive engagement and shared connections,” explained Oana Vlad, senior director of global strategy for The Coca-Cola Company. “We’ve all experienced the scenario: we open the fridge, in anticipation of enjoying our favourite drink, only to realise that someone else has beaten us to it and has taken that irresistibly tasty Coca-Cola Zero Sugar for themselves. Our evolved ‘Best Coke Ever?’ platform for 2023 explores this predicament across digital and social content – working with global content creators and influencers; out-of-home assets; and through innovative sampling and creative experiences all built around the campaign hashtag #TakeATaste.”
The initiative was created in partnership with WPP OpenX (led by AKQA & Ogilvy), with the distinctive visual identity and design elements developed by British illustrator Jack Teagle.
AKQA creative director, Zac Pritchard said “All around the world, people are sneaking into fridges to get their hands on a can of irresistibly tasty Coke Zero Sugar. Partnering with the global TCCC team, we’re kicking things off by sending global influencers a world-first ‘Security Can’ so they can catch the people taking their beloved beverage. Following this social splash, we’re releasing an entire suite of films, posters, games, social filters, banners, posts and more that encourage people to succumb to their cravings and take a Coke Zero Sugar. Everything we’ve created will permit our audience to #TakeATaste of Coke Zero Sugar for themselves, even if it’s not theirs in the first place!”
Oana added “This is yet another example from Coca-Cola of how we continue to live and breathe our “Real Magic” philosophy through our global marketing activations. Igniting shared experiences around the ‘Take A Taste’ platform, we believe we can bring together a like-minded global community of Coca-Cola Zero Sugar lovers in a fun, light-hearted way that truly celebrates its great taste.”
Coca-Cola Zero Sugar continues to be a significant growth driver for Coca-Cola: with marked accelerated growth of the brand witnessed since its new recipe launched in 2016 and with NPD releases including the 2022 launch of a sugar-free, caffeine-free version.
Additional investment to offer a choice of low and no sugar drinks has seen Coca-Cola offer smaller pack sizes, introduce colour-coded labelling and increase marketing investment in its low and no sugar portfolio. In February 2022, the Coke Creations programme was unveiled globally, with limited-edition new flavours, designs, collaborations and experiences providing deeper experiences with Coca-Cola, including Coca-Cola Zero Sugar, for a new generation.
Categories: Soft Drinks, Carbonated DrinksAKQA UK, Wed, 01 Feb 2023 12:11:43 GMT