|
First printed in Checkout Magazine
Countdown to Coke Zero launch
Coca-Cola is launching a new coke variant this summer intended to stem the haemorrhaging UK carbonated soft drinks (CSD) market.
|
| Coca-Cola Zero |
Positioned as the third Coca-Cola drink, Coca-Cola Zero has the original Coke taste but no sugar. It is described as the company's biggest ever launch and will be backed by an advertising and sampling campaign, on the scale of support for the launch of Diet Coke 22 years ago.
Over four million samples will be handed out and £8m invested in media advertising. The launch will also feature an outdoor and digital campaign.
Debuting in Australia earlier this year in a blaze of promotional activity, Coke Zero boosted the Australian cola sector by 19% year-on-year and, after six weeks, reversed the decline in the country's ailing CSD sector.
This is our most exciting innovation for many years and we believe it offers a real opportunity to reinvigorate sales in the CSD sector, said Kieran Hemsworth, operational marketing director of Coca-Cola Enterprises (CCE).
He added that with the proven success in Australia and massive support for the launch, CCE was confident Coca-Cola Zero would play a substantial part in delivering incremental growth to colas and CSDs.
CCE was hoping for an 80% distribution target in multiple grocers within two weeks. In the first six weeks from launch a 2,000-strong sales team will visit over 100,000 outlets across the UK, including 8,000 supermarkets.
Following the launch, the Z range of products, including Fanta, Sprite, Lilt and Dr Pepper, will be rebranded as part of the Zero range.
Coca-Cola Zero is available from July and will be available in 150ml and 300ml cans, a six-pack and a new fridgepack and 500ml and two-litre bottles.
To see more articles associated with
Coca-Cola
click here
To see more articles associated with the category
Product category: Soft drinks
click here
|
