UK: Coca-Cola invests 10 million pounds in zero-sugar brand | Progresiv
Coca-Cola Great Britain has announced 10 million dollars’ worth of support for its recently revamped Coca-Cola Zero Sugar – the company’s biggest product campaign in a decade. 
The new campaign purposefully capitalises on the familiar elements of the Coca-Cola brand to encourage consumers to try Coca-Cola Zero Sugar, which replaces Coke Zero on UK retail shelves this month. All marketing activity, from advertising to experiential, is focused on making consumers reconsider their view of sugar-free soft drinks and try the new product.
The launch is the latest in a number of actions taken by Coca-Cola Great Britain to help people reduce their sugar consumption. It marks the next step in the company’s strategy as it moves from offering choice to shaping choice – which means actively encouraging more people, including Coca-Cola Classic drinkers, to choose a no sugar option.
It is the latest action to result from the company’s 30 million pounds reformulation and new product development programme. (www.foodbev.com)
