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Coca-Cola to inject 'Life' into new low calorie brand with multi-million pound UK marketing push

Coca-Cola, the world’s leading drinks manufacturer, has announced a multi-million pound marketing drive to acquaint UK consumers with its new low calorie drink Coca-Cola Life, throughout September and October.

The soft-drinks producer has enlisted multiple agencies to work on the drive which includes OOH, print, digital and experiential initiatives.

Coca-Cola hired Bulletproof to develop the above the line creative works and M&C Saatchi to handle PR and social business. Meanwhile, Zone was charged with overseeing digital marketing and Mediacom was the media planner and buyer.

Coca-Cola Life, which hit stores last month, is primarily aimed at adults keen on finding an low calorie alternative to Coke - which is typically high in sugar.

The outdoor advertising campaign will focus on proximity marketing with the use of 6 sheets, 48 sheets, buses, and iconic and commuter digital screens.

This will be supported by a print and digital campaign located strategically across 7000 high-volume commuter areas and shopping hubs, including major roadside, underground, bus and train locations.

Additionally, experiential marketing and discount promotions will be used to raise awareness, with the firm distributing 150ml Coca-Cola Life samples at lunchtime hotspots and workplace districts.

Bobby Brittain, marketing, strategy and activation director of Coca-Cola UK, said: “We are very excited to be bringing Coca-Cola Life to the UK and have designed a brand awareness campaign to help create an instant buzz and impact for our consumers.

“Coca-Cola Life, along with Coke Zero and Diet Coke, offers yet more choice to consumers who want to stick with the great Coke taste but reduce their sugar and calorie intake.”

Coca-Cola Great Britain markets 23 brands and over 100 products to consumers across the nation.

In a somewhat less conventional marketing push, a man last month proposed to his girlfriend using Cola's customisable text bottles in a sweet move which saw over 1.2m likes on Facebook.