INDUSTRY PARTNER: CCEP

Coca-Cola Great Britain has unveiled a new design for the Coca-Cola range featuring new-look packaging for Coca-Cola original taste and Coca-Cola zero sugar.

The changes unify both variants with the iconic Coca-Cola red and form part of the company’s commercial strategy to encourage more people to try Coca-Cola zero sugar.

From this month, the bottles and cans of both variants will feature Coca-Cola red with a coloured band across the top of the bottle or can to denote whether it is the original taste or zero sugar.

The bottles will also feature coloured caps to help consumers differentiate between the original recipe and no sugar variants.

These packaging changes are the latest move in the company’s commercial strategy to drive sales of its no sugar drinks including Coca-Cola zero sugar. This builds on the launch of the new Coca-Cola zero sugar in 2016, when it was given a new recipe and look.

A £5 million marketing campaign will communicate the changes to consumers while an extensive Coca-Cola zero sugar sampling campaign will see seven million cans sampled by the end of the year.

Simon Harrison, customer marketing director, Coca-Cola European Partners GB 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.”

All Coca-Cola packaging will continue to be 100 per cent recyclable and the company has a commitment to increase the recycled plastic in all of its bottles from 25 to 50 per cent by 2020.

 

 

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