The Z range, launched earlier this year (Marketing, 2 March), comprises no-added sugar versions of Lilt, Sprite, Dr Pepper and Fanta. It is the first time Coca-Cola GB has developed an umbrella marketing proposition across a whole range of its products.
The Sprite TV campaign, breaking this week, was developed by Lowe. It continues the 'Get the right Sprite' creative theme, which Julia Goldin, marketing director at Coca-Cola UK, claimed had driven a 12% increase in sales for the drink over the past two years.
The execution, which targets 16- to 24-year-olds, features a young couple waking up at a music festival. The woman asks her boyfriend to reach outside their tent for a Sprite, but he unwittingly grabs the Sprite goblin.
Coca-Cola is already running a campaign to support Fanta Z and is planning similar activity to back the other Z lines, which are currently being introduced to retailers.
Separately, Diet Coke is to launch the third wave of its 'For those who love life' campaign, created by Vallance Carruthers Coleman Priest. It will continue to star Tort, the animatronic talk-ing tortoise, in four new executions, alongside radio, press and online activity.
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