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Coca-Cola Great Britain asks public to ‘rediscover’ Sprite following reformulation

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By Ishbel Macleod, PR and social media consultant

March 25, 2013 | 1 min read

Coca-Cola Great Britain is set to launch a marketing campaign inviting the public to ‘rediscover’ Sprite, following a reformulation to include sweetener stevia, with an ad set to launch in May.

The campaign will promote the fact that the use of stevia in Sprite will lead to 30 per cent less calories and sugar in the drink.

Zoe Howorth, marketing director for Coca-Cola Great Britain, said: “The decision to reformulate Sprite to include stevia is in response to the growing consumer need for choice. Sprite is one of our most popular brands in the UK and it is an exciting development for the brand. We are committed to innovation and this action forms part of our ongoing commitment to providing people with great tasting drinks, with fewer calories.”

As well as the TV ad, the marketing campaign which is set to run for the next four months, will include digital promotional activity and sampling to drive trial and awareness.

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