The £10m campaign includes a TV spot, airing from Thursday 7 July, which drives home the message that the product "Tastes more like Coke, looks more like Coke".
The spot was created by Madrid-based WPP shop Sra Rushmore, with Esther Rozadilla and Rafa Otero as creative directors, Pedro Oliver the art director and Luis Sánchez the copywriter. It was directed by Pucho Mentasti for production house Mister, and MediaCom is handling media buying.
This will be supported by out of home, experiential and in store activity with more than four million samples given away. This will include pop-up the Coca-Cola Zero Sugar Taste Lounge in central London this weekend, while a five metre tall replica of the Zero Sugar contour bottle will go on a tour of the UK.
Zero Sugar has been formulated to taste closer to classic Coke than to Coke Zero, which it replaces. It is part of a drive to encourage more classic Coke drinkers to switch to a low– or no-calorie version.
Coca-Cola, along with its soft drink rivals, has now been given an economic incentive to move its consumers over, after Chancellor George Osborne announced the so-called "sugar tax" in March’s budget.
The tax, which is expected to come into force in 2018, charges soft drinks manufacturers a levy per litre of sugary drink packaged for sale, at two rates. The higher rate includes drinks with more than 8g of sugar per 100ml, such as classic Coke. The lower rate covers those with 5-8g, including mid-calories version Coke Life. Those under 5g are exempt.
Coca-Cola Great Britain general manager Jon Woods said: "We already offer a number of great tasting drinks with no sugar but with Coca-Cola Zero Sugar we’ve spent years developing this new recipe to get even closer to the taste of Coca-Cola Classic without the sugar.
"That’s important because we know a growing number of people want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. As well as ensuring it tastes great we’re putting our biggest marketing investment in a decade behind this launch and throughout the summer we’ll be encouraging people to choose no sugar."
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