Coke Zero will relaunch in the UK this week backed by a new TV advertising to broaden its appeal to a generation of young people born out of ‘challenging times’.
A new visual identify for the £85m ($139.7m) brand comprises a red circle and the slogan ‘Just Add Zero’, and will feature on outdoor billboards and point of sale activity, as well as on limited edition pack designs, on TV, PR and social media.
“Coke Zero has seen 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,” said Brid Drohan-Stewart, marketing activation director at Coca-Cola Great Britain.
“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,” he added.
Coke Zero grew 26% by volume and 22% by value in the year to December 21 2013 (Nielsen); the campaign (you can watch the new TV ad below) marks its first re-launch since its 2006 introduction.