Packaging Design Coca-Cola Marketing

Coke Zero is out, Coke Zero Sugar is in


By Lisa Lacy, n/a

July 26, 2017 | 3 min read

Coca-Cola is revamping its Coca-Cola Zero beverage with “an even better-tasting recipe” that tastes “a lot like…Coke” and it will henceforth be known as Coca-Cola Zero Sugar.

Coke is replacing Coke Zero with Coke Zero Sugar.

Coke is replacing Coke Zero with Coke Zero Sugar.

It will also have a new design that “looks more like Coca-Cola,” featuring the red Coca-Cola disc against a black background familiar to Coke Zero fans. Coca-Cola said the design also prominently features “zero sugar” text to “emphasize the drink does not contain sugar.”

Coca-Cola said it conducted consumer testing of the new recipe for over a year.

“We’re confident our new and improved Coke Zero Sugar recipe delivers a great taste that Coke Zero fans in the US will love,” said Stuart Kronauge, business unit president of USA operations and senior vice president of marketing at Coca-Cola North America, in a statement.

Coca-Cola Zero Sugar will be available in the US in August.

The launch will be supported with television, digital, radio, outdoor, social media and retail advertising. The marketing campaign also will include an experiential sampling tour in September.

Coca-Cola said the packaging changes in particular support its One Brand strategy to “bring its Coca-Cola portfolio of beverages together as a single trademark brand to show fans we have a Coca-Cola for everyone.”

In addition, the brand said the changes support its efforts to “increase promotion of no- and low-sugar Coca-Cola options to help people looking to reduce their consumption of added sugars.”

Kronauge added: “More than 10 years ago, we launched Coca-Cola Zero with a revolutionary recipe that gave fans real Coca-Cola taste without the sugar and calories. The brand grew strongly after its launch and gained millions of loyal fans over time, but we recognized an opportunity to give the brand another boost and to encourage more Coca-Cola fans to try a great-tasting zero-sugar product.”

Coca-Cola Zero was sold in nearly 160 countries.

This US launch of Coca-Cola Zero Sugar follows Great Britain, Mexico and more than 25 other markets.

Volume sales of Coca-Cola Zero Sugar have grown by double digits globally year-to-date, with the strongest growth in Europe and Latin America, the brand said.

Packaging Design Coca-Cola Marketing

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