Coke Zero goes into the red

Coke cans

Coca-Cola has revealed a new design for the Coca-Cola range featuring new look packaging for Coca-Cola original taste and Coca-Cola zero sugar.

The changes unify both variants with the Coca-Cola red colour and form part of the company’s commercial strategy to encourage more people to try Coke zero.

From September onwards, the bottles and cans of both variants will feature the Coca-Cola red with a coloured band across the top of the bottle or can to denote whether it is the original taste or zero sugar. The bottles will also feature coloured caps to help consumers differentiate between the original recipe and no sugar variants.

The packaging changes are the latest move in the company’s commercial strategy to drive sales of its no sugar drinks including Coca-Cola zero sugar. Since launching in 2016, Coke zero has become the fastest growing no-sugar cola in UK retail. Today 58% of the Coca-Cola sold in retail in Great Britain is no sugar.

A £5m marketing campaign will communicate the changes to consumers and will include a 10 second and 30 second TV ad alongside out-of-home advertising. An extensive Coca-Cola zero sugar sampling campaign will see seven million cans sampled by the end of the year.

The new ad, ‘One Way or Another’, reminds consumers they can drink Coca-Cola either with or without sugar. The ad is brought to life through a series of mirrored visuals of experiences that are just as enjoyable either way – tied together with the tagline ‘an original taste, one way or another’.

Simon Harrison, Customer Marketing Director, Coca-Cola European Partners GB, said: “For more than 130 years, the colour red has been associated with the great taste and experience of enjoying a Coca-Cola and 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.”

All Coke packaging will continue to be 100% recyclable and the company has a commitment to increase the recycled plastic in all of its bottles from 25% to 50% by 2020.