Coke Zero is to be rebranded and relaunched January 13th 2014. Previously being referred to as ‘bloke coke’ the new launch aims to bring expansion to the current consumer reach and bring a more approachable appeal to a female audience as well by softening the current design.
The marketing campaign associated with the relaunch introduces a ‘Just Add Zero’ Tag. The new identity will include a red circle icon that will be displayed in all advertising, including POS, Digital, Outdoor ect.
“Coca-Cola says the campaign has been created for a “new demographic” of young people who have emerged out of challenging times but have a positive outlook and hope to lead richer lives.”- http://www.marketingweek.co.uk/sectors/food-and-drink/news/coke-zero-relaunches-as-edgier-brand/4009066.article
The TV ad to accompany the relaunch will exaggerate the tag ‘Just add zero’ to everyday activities of the audience. An example of this would be adding zero to a party of over 100 people to produce a party with over 1000. The Ad enforces all the advantages of adding zero to anything in your normal life, suggesting adding coke zero to your life will massively improve it.
Marketing Activation Director for Coca Cola Great Britain, Brid Drohan-Stewart, thinks the new campaign will help Coke Zero take the lime light.
“She adds: “Coke Zero has seen a healthy sales growth in the UK in a short space of time and now we’re marking a new edgier direction with the ‘Just Add Zero’ platform, which we believe is a life philosophy.”- http://www.marketingweek.co.uk/sectors/food-and-drink/news/coke-zero-relaunches-as-edgier-brand/4009066.article
Since the brands first launch in 2006 the relaunch will be the largest change made to the brand. Last year Coke Zero improved its sales by 22% in Great Britain. It was also recorded to be the second best selling ‘light’ brand in Sweden, France and Belgium.
Coca Cola’s last ad was launched on UK televisions last year and highlighted their involvement in the global obesity problem by recommending that viewers who are watching their weight should switch to alternatives with lower or no calories like Coke Zero.