COCA-COLA Great Britain has launched a new campaign to emphasise that its four varieties are all part of the same brand.
The move is part of the company’s drive to achieve more than 50% of Coke sales from lower-calorie and no-calorie versions by 2020.
It means all Coke advertising will feature the full range.
The branding on every can and bottle will be similar, with a different colour for each variant. And the lower and no-sugar and calorie versions will now be presented in the final frames of all television advertising.
General manager Jon Woods said: “With our new ‘one brand’ approach we are uniting four distinct brands under the umbrella of Coca-Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca-Cola.
By focusing on building one brand and extending the appeal of the original Coca-Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead.”