Paint the town red: Coca-Cola revamps original and zero-sugar packaging with “unifying” design
22 Aug 2018 --- Coca-Cola Britain has revealed revamped packaging for its Coca-Cola original taste and Coca-Cola zero sugar. Both the original and sugar-free drinks will feature the iconic Coca-Cola color – red – in a bid to unify both of the variants and encourage more people to try Coca-Cola zero sugar. The move is supported by a US$6.4 million marketing campaign that the company hopes will raise awareness of choice within the Coca-Cola range and drive no-sugar sales.
The new packs will be available from 20 August 2018 onwards. By September 2018, all Coca-Cola drinks will be in full-red packaging with a distinctive, colored band across the top of the label on the bottle or can, as well as the bottle cap, so the two flavors can be told apart.
Since launching in 2016, Coca-Cola zero sugar is the fastest-growing cola brand in the UK and more than half of the Coca-Cola sold contains no sugar, the company reports.
“For more than 130 years, the color red has been associated with the great taste and experience of enjoying a Coca-Cola,” says Alec Mellor, Coca-Cola Marketing Manager. “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 is now the fastest-growing cola in UK retail. We believe this latest change will help us grow the brand even further and encourage more people to give it a try.”
The 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, it explains. This builds on the launch of the new Coca-Cola zero sugar in 2016 when it was given a new recipe and look. Today, 58 percent of the Coca-Cola sold in retail in the UK is the no sugar variant, the company reports.
All Coca-Cola packaging will continue to be 100 percent recyclable, the company added, and the Coca-Cola system is committed to increasing the recycled plastic in bottles from 25 to 50 percent by 2020.
In recent news, Coca-Cola Great Britain provided an exciting recycling incentive to UK thrill-seekers: “reverse vending” machines at selected theme park sites which offer 50 percent off admission with the donation of one plastic bottle. Read the full story here.
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