Recent research by the company has revealed that not all British consumers fully understand the choice offered within the Coca-Cola trademark and the distinct benefits of each brand. Five out of 10 consumers do not realise that Coca-Cola Zero is a no sugar, no calorie drink, for example.
The new strategy will see Coca-Cola Zero integrated with Coca-Cola, Diet Coke and Coca-Cola Life under one brand - Coca-Cola. New pack design will emphasise the distinct characteristics of each Coca-Cola product, aiming to make the choice easier and simpler for consumers.
Under the new marketing strategy, which will launch in May, advertising for Coca-Cola will feature the full range of products available; the lower and no sugar and calorie variants will be presented in the final frames of all television advertising; branding for all Coca-Cola variants will be in the same style, with different colours distinguishing each type; clearer descriptors to highlight the benefits of each brand will be used.
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.”
Coca Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. The company’s portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, Schqeppes, Lilt, Kia Ora and Powerade.