Coca‑Cola is set to re-launch its zero sugar and zero calorie drink, Coke Zero, nine years after first launching in the UK in 2006. “Just Add Zero”, which launches next week, is the new integrated marketing campaign that will put the brand on TV and to the top of the agenda in 2014.
The campaign is designed to establish Coca‑Cola as an icon to a new generation, with an action-packed TVC directed by the critically acclaimed director Nima Nourizadeh. The campaign centres around an impactful new visual identity of a distinctive red circle and this strong icon will work across all touch points including outdoor and POS activity and limited edition pack designs, supported with PR and digital.
“This is set to be a massive year for Coke Zero and we are confident that this campaign will help the brand take centre stage. Coke Zero has seen a healthy sales growth in the UK in a short space of time and now we’re marking a new edgier direction with the “Just Add Zero” platform, which we believe is a life philosophy.” Brid Drohan-Stewart, Marketing Activation Director, Coca-Cola Great Britain
The campaign has been created for a new demographic of young people that has emerged out of challenging times with a positive outlook focused on living richer, and the TV commercial will demonstrate the broadening of Coke Zero’s target market with the aim of appealing to both men and women.
“Coke Zero is the second best-selling brand in many markets. Now we are investing heavily in the lights category, highlighting the choices available for consumers who don’t want to compromise on taste for zero sugar and zero calories,” concludes Drohan-Stewart.