Coca-Cola UK has redesigned the packaging of its Coca-Cola Original and Zero Sugar ranges, aiming to boost sales of its zero sugar drink.
The new design aims to unify different ranges with the iconic red colour of the brand, delivering the message that customer will get the same great Coca-Cola taste with or without sugar.
From September onwards, the bottles and cans of both variants will feature the iconic Coca-Cola red with a coloured band across the top to indicate whether it is the original taste or zero sugar, as well as a coloured cap to help consumers differentiate between the products.
“For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola. We want to make it even clearer that you can have that taste and experience with or without sugar. Sales of Coca-Cola zero sugar have almost doubled in the last two years and we believe this latest change will help us grow it even further and encourage more people to give it a try,”commented Alec Mellor, Coca-Cola marketing manager.
The latest move is a part of the brand’s £5 million marketing campaign to drive sales of its no sugar drinks. The campaign will also include two ads on TV and online platforms combined with an outdoor advertising campaign. Coca-Cola will also be taking to the streets and giving out 7 million sample cans of Coca-Cola zero sugar before the end of 2018.
The redesign is the latest move by Coca-Cola to get more people drinking its low and no sugar variants as it looks to adapt to changing consumer tastes and the introduction of the sugar tax.