Coca‑Cola Great Britain (CCGB) today announced that it will be unifying the Coca‑Cola portfolio of products – including Coca‑Cola, Diet Coke, Coca‑Cola Zero and Coca‑Cola Life – under a new “one brand” strategy to promote the full choice of Coca‑Cola variants.
Over the years, as consumer taste, preference and lifestyles have changed, Coca‑Cola has innovated to launch and develop new brands, with distinct and separate identities. These brands have provided people with a greater choice in terms of flavour, sugar and caffeine content, whilst still providing the great Coke taste they enjoy.
However, recent research shows that not all British consumers fully understand the choice offered within the Coca‑Cola trademark and the distinct benefits of each brand. For example, five out of 10 consumers do not realise Coca‑Cola Zero is a no sugar, no calorie drink.
Today’s announcement will see Coca‑Cola Zero integrated with Coca‑Cola, Diet Coke and Coca‑Cola Life under one brand – Coca‑Cola. Under this new approach, the enduring appeal of Coca‑Cola will be extended across all four products in the Coca‑Cola portfolio. At the same time, new pack designs will emphasise the distinct characteristics of each Coca‑Cola product, making choice easier and simpler for consumers.
Under the “one-brand” marketing strategy, which Coca‑Cola Great Britain is launching in May:
• Coca‑Cola advertising will feature the full range of Coca‑Cola variants and so communicate to consumers the full choice available to them.
• The lower and no sugar and calorie Coca‑Cola variants will now be presented in the final frames of all Coca‑Cola television advertising.
• 2015 media investment in the lower and no sugar and calorie variants of Coca‑Cola will be doubled.
• The branding on every Coca‑Cola can and bottle, whether sweetened by sugar or by low-calorie sweeteners, whether caffeinated or non-caffeinated, cherry or vanilla flavoured, will be in the same style, with different colours clearly distinguishing each variant.
• On pack communications will include clearer descriptors to highlight the benefits of each Coca‑Cola - for example, “zero sugar, zero calories”.
• Using this new strategy Coca‑Cola will – for the first time – use its sponsorship of a major international sporting event - Rugby World Cup 2015 – to promote all four variants of Coca‑Cola and to ‘hero’ Coca‑Cola with zero calories.
This is a significant change for Coca‑Cola Great Britain, which for the first time is putting “choice” at the core of its marketing strategy. The new approach will place much more focus on the distinct characteristics of each Coca‑Cola, raise awareness of the choice available and so help people choose the right Coke for them and their families.
The new packaging, which will appear on shelves in Great Britain between now and May, will also see the introduction of the UK Government’s front-of-pack labelling scheme. By adopting the new scheme, which combines nutrient amounts and percentage Reference Intakes with colour-coding to show how much fat, saturated fat, salt, sugar and energy (calories), are in a product, Coca‑Cola Great Britain is providing consumers with even clearer information about the contents of its drinks.
Announcing the new marketing strategy, Jon Woods, General Manager of Coca‑Cola Great Britain & Ireland, said:
“Coca‑Cola is one of the best-loved and most iconic brands in the world. With our new ‘one brand’ approach, we are uniting four distinct brands under the umbrella of Coca‑Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca‑Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them. By focusing on building one brand and extending the appeal of the original Coca‑Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead”.
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Notes to editors:
This one brand strategy also builds on Coca‑Cola’s commitment to contribute to healthier and happier communities. Recent actions Coca‑Cola Great Britain has taken in this area include:
• Since 2012 CCGB has reduced the average calories per litre in its range of sparkling drinks by 5.3 per cent.
• CCGB has invested £15 million in reformulation, including reducing the calorie and sugar content of Sprite, Dr Pepper and Fanta Fruit Twist by more than 30% between 2012 and 2014.
• In August 2014 CCGB introduced new Coca‑Cola Life – made with a blend of sugar and stevia leaf extract, containing a third less sugar and a third fewer calories than Coca‑Cola.
• In September 2014 CCGB announced it would be adopting the UK Government’s front-of-pack labelling scheme – combining Reference Intakes with red, amber and green colour coding - on its products.
• In 2013 CCGB introduced new 250ml cans for Coca‑Cola, Diet Coke and Coca‑Cola Zero which are available across the UK and in 2014 we increased distribution into more than 4,300 new stores (13,655 in total) and grew sales by 23%.
• In 2014, the company committed to spend £20 million on local programmes to help get one million Britons active by 2020 - its biggest commitment to active lifestyle projects to date.
For further information please contact Coca‑Cola Great Britain press office – firstname.lastname@example.org or 020 8237 3782.
About Coca‑Cola Great Britain:
Coca‑Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. Led by Coca‑Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora and Powerade. For more information about Coca‑Cola in Great Britain, please visit our website at www.coca-cola.co.uk.
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