Coca-Cola Enterprises is set to launch a new brand campaign and limited edition pack design for its zero sugar and zero calorie drink, Coke Zero, nine years after first launching in theUK. “Just Add Zero”, which launches on Monday 13 January, is a new integrated marketing campaign that will put the brand on primetime TV and help CCE customers drive Coke Zero sales further in 2014.
The ‘Just Add Zero’ campaign centres around a new visual identity of a distinctive red circle, which will appear across all touch points including limited edition pack designs, outdoor and POS activity, supported with PR and digital.
Caroline Cater, Operational Marketing Director, CCE comments: “This is set to be a massive year for Coke Zero and we are confident that this campaign will help the brand to grow even further. Coke Zero sales have increased by nearly 20% over the last year, driven by strong growth in grocery multiples. We’re now looking to support this with a further push in the impulse channel, marked by a new edgier direction with the “Just Add Zero” platform. The new pack designs have incredible stand out on shelf and will be accompanied by a range of in-store and digital shopper activations to help retailers take full advantage of the consumer awareness generated by the campaign.”
