Coca-Cola Great Britain has unveiled a new packaging design for its Coca-Cola original taste and Coca-Cola zero sugar drinks, as part of its commercial strategy to increase the sales of Coca-Cola zero sugar.
The redesigned packaging will see both variants more prominently featuring the iconic Coca-Cola red on the cans, beginning next month.
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As a result of the changes, the bottles and cans of both variants will feature a coloured band across the top of the container to denote whether it is the original taste or zero sugar.
In addition, the bottles will have coloured caps to help consumers differentiate between the two variants.
To take the changes to the consumers, the company is undertaking a new £5m marketing campaign featuring new TVC, titled ‘One Way or Another’.
Launched in 2016, the new Coca-Cola zero sugar accounts for 58% of the Coca-Cola sold in retail in Great Britain.
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By GlobalDataAt the time, the no sugar variant was launched with a new design that replaced the all black packaging and featured the rising red Coca-Cola disc more prominently on pack.
Coca-Cola Marketing Manager Alec Mellor 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.”
