Coca-Cola Great Britain Launches Coke Zero
Coke Zero is the first new trademark Coca-Cola product launched in 22 years in Great Britain, where Coca-Cola and Diet Coke are also available.
24/07/06 Coca-Cola Great Britain launched Coca-Cola Zero on July 10, calling the no-sugar brand its biggest product introduction in two decades.
The product’s arrival in Great Britain reflects consumers’ evolving needs and lifestyles, and the increasing desire to balance great taste with lower-calorie alternatives.
Coke Zero -- affectionately nicknamed "Bloke Coke" by the British Press -- will be packaged in black cans in Great Britain.
An integrated marketing campaign supports the brand, which is also available in the United States, Australia and New Zealand. In addition to four television spots, the campaign will lean heavily on outdoor and Internet advertising, plus a large nationwide sampling initiative.
The creative concept -- "Great things in life without the downsides" -- communicates the "Great Coke taste, zero sugar" tagline featured in the advertising and on the packaging. The theme is brought to life through a series of engaging insights that show how great things in life could be made even better -- including "girlfriends without the five-year plan" and "mobile phones without the dodgy ring tones."
Coke Zero is the first new trademark Coca-Cola product launched in 22 years in Great Britain, where Coca-Cola and Diet Coke are also available. Coke Zero is sold in 330-ml cans, 6-packs and Fridgepacks, as well as 500-ml and 2-liter plastic bottles. Coke Zero also will be offered in pubs and bars in the iconic 330-ml glass bottle.
Extensive independent research in the UK reveals that consumers love the taste of Coca-Cola Zero. Approximately 74 percent of people wanted to buy the product before they’d even tried it, and this figure increased to 80 percent when they tasted Coke Zero.
