New Coke Zero
How difficult it is to put a simple message across. You want to emphasize a product has zero sugar, so you call it Zero. A whole segment of Zero products develops.
Yet, ten years later, half of British consumers still do not realise Coke Zero has zero sugar. What do you do? Coca-Cola has decided the only course is to change the name to Coca-Cola Zero Sugar.
In doing so, the company also released some interesting insights about its UK portfolio.
• Low and no calorie variants make up 43% of Coca-Cola brand consumption and the aim is to increase this beyond 50%.
• “For years we have offered people a choice … Since 2012 our commercial strategy has focused on accelerating the growth of our no sugar options.”