Coca-Cola Europacific Partners (CCEP) is rolling out Coca-Cola Zero Sugar’s new-look packaging to its Cherry and Vanilla variants this month.
The design features black lettering and the Coca-Cola logo has been moved to the top of the label on bottles and to the top of each can.
The company said the new design was launched to “provide a simple and intuitive” navigation system across all Coca-Cola variants.
CCEP says the new and improved Coca-Cola taste and impactful new packaging design is helping to recruit new shoppers to the zero sugar colas segment.
Research has shown that Coca-Cola Zero Sugar’s new-look packs are easier for shoppers to find at the fixture, which means the Cherry and Vanilla variants – worth a combined £25m and up £4m on last year – will also gain from their redesign.
In addition, a continuation of the ‘Open That Coca-Cola’ campaign which launched earlier this year will target young adults from the middle of August. This will see more than one million Coca-Cola Zero Sugar samples delivered to festivals, via digital couponing, and when students return to university in September.
Martin Attock, Vice-President of Commercial Development at CCEP, said: “We know that our refreshed packaging designs help Coca-Cola Zero Sugar stand out on-shelf, and now that our flavours are included, the line-up looks stronger than ever.
“Flavoured zero sugar colas represent an exciting opportunity for retailers – if growth continues at the current rate, there’s scope for an additional £14m in sales this year. That’s why we’re distributing more than a million packs with our latest sampling initiative – supported by another £3m media investment to keep the full Coca-Cola Zero Sugar range front of mind with shoppers, this summer and beyond.”
