Coca-Cola is to launch an “evolved” version of its Zero Sugar SKU as it looks to create “the best possible Coca-Cola experience”, it said. The evolved version features a new recipe and “sleek” pack redesign the brand said would “enhance consumers Coke experience even further”. It will roll out over the coming months. A Coca-Cola spokeswoman said the new version “offers consumers the best Coca-Cola experience, still with zero sugar and zero calories”. She added the new recipe was the latest in a number of moves Coca-Cola had taken to reduce sugar and help people to reduce their sugar intake. “For a number of years, we’ve been changing the recipe and innovating to offer people a choice of low and no-sugar drinks including offering smaller pack sizes, introducing colour-coded labelling and increasing marketing investment in our low and no-sugar range of drinks.” The revamped Coca-Cola Zero Sugar comes alongside a new campaign for the brand, spanning TV, online, video and radio ads, as well as interactive OOH advertising, shopper activation, PR and social media. Kicking off this month, the campaign, called ‘Open That Coca-Cola’, explores non-verbal reactions to the drink.
