Coca-Cola today announced a huge marketing support campaign which includes OOH, print, digital and experiential to support the launch of Coca-Cola Life™ as it seeks to build consumer awareness of its new brand.
The lower calorie cola gives people another option when choosing a Coke to fit their lifestyle, whether that is Coca-Cola, Coca-Cola Life™ with a third fewer calories1 or the two zero-calorie options in Coca-Cola Zero and Diet Coke.
Coca-Cola Life™ is aimed at adults looking for a new lower calorie option – and the media campaign is designed to have mass appeal with an eye-catching campaign highlighting the inclusion of sweetness from natural sources, lower calorie option and the standout green packaging. The new cola contains a third less sugar and a third fewer calories than regular cola1 thanks to a blend of sugar and stevia leaf extract.
The introduction of Coca-Cola Life™ in store will be supported by a multi-million pound marketing campaign beginning in early September through to the end of October. Outdoor advertising will focus on proximity including 6 sheets, 48 sheets, buses, as well as iconic and commuter digital screens, and will be supported by a print and digital campaign, sampling at commuter hubs and shopper marketing activity to drive awareness. The campaign will focus on driving trial, awareness and establishing the product intrinsics – lower calories and sweetness from natural sources.
The OOH campaign will comprise over 7,000 sites, including major roadside, underground, bus and train locations. Targeted digital panels will be activated across key road and rail commuting spots nationwide, building awareness of the eye catching green Coca-Cola Life™ – looking to driving consumers to trial the new brand.
This is the latest innovation from Coca-Cola Great Britain following a series of actions by the Company to help people lead happier, healthier lives.
" We are very excited to be bringing Coca-Cola Life™ to the UK and have designed a brand awareness campaign to help create an instant buzz and impact for our consumers. Coca-Cola Life™, along with Coke Zero and Diet Coke, offers yet more choice to consumers who want to stick with the great Coke taste but reduce their sugar and calorie intake." Bobby Brittain, Marketing Strategy and Activation Manager at Coca-Cola Great Britain
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Notes to editor:
About Coca-Cola Life™
Coca-Cola Life™ contains sugar and a naturally-sourced sweetener – stevia leaf extract – which represents the latest from The Coca-Cola Company in sweetener innovation. Stevia leaf extract is sourced from the stevia plant, which is native to South America. Currently, Coca-Cola Great Britain (CCGB) uses stevia leaf extract to help sweeten in Sprite and glaceau vitaminwater.
Coca-Cola Life™ is available in a 330ml can, 500ml PET bottle, 1.75L PET bottle, 6 x 330ml can multipack, and 8 x 330ml can multipack. Coca-Cola Life™’s 500ml bottle contains PlantBottle™ plastic made using up to 22.5% plant materials combined with up to 25% recycled plastic. All packs are fully recyclable and both the 330ml can and 1.75 litre PET bottle contain recycled materials4.
- 36% fewer calories vs full calorie colas in GB due to a sugar reduction of 37% and the use of stevia extract.
- Versus most full-calorie drinks in GB at the time of introduction in 2012.
- Sugar and stevia leaf extract.
- The 330ml cans are made from aluminum containing 46% recycled aluminum. The 1.75L bottle contains 25% rPET.
About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 23 brands and over 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including Coca-Cola (recognised as one of the world’s most valuable brands).
Other Coca-Cola Great Britain brands include Diet Coke, Coca-Cola Zero, Coca-Cola Life, Fanta, Sprite, Dr Pepper, Oasis, Glaceau vitaminwater, Glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca-Cola Great Britain portfolio is worth £2,095 million with value sales growth of 4.8% in the past year. Within this, the My Coke trilogy (Coca-Cola, Diet Coke and Coca-Cola Zero) is worth £1,162 million (Nielsen, w/c 20/04/13).
In 2013, Coca-Cola announced four global business commitments to inspire happier, healthier communities. These commitments are to: make low and no calorie options available in every country; market responsibly, including no advertising to children under the age of 12; provide transparent nutritional information, including calorie content, on the front of our packs; and help get people by moving by supporting physical activity programmes in every country.
For more information please contact:
Andrew May, firstname.lastname@example.org
0203 542 1119