Coca-Cola Australia has launched a campaign pitching a new recipe along with a new look for Coca-Cola No Sugar beverage revolving around the question is it the “Best Coke Ever?” This being the sugar of course.
Coca‑Cola Zero Sugar, which launched in 2005, was reformulated in 2017 to bring its taste even closer to Coca‑Cola. Since then, the brand has consistently delivered double-digit growth.
“In order to continue to drive growth of our diets and lights category, we must keep challenging ourselves to innovate and differentiate just as other iconic brands have done,” said Natalia Suarez, senior brand manager, Coca-Cola TM, North America Operating Unit. “The consumer landscape is always changing, which means we must evolve to stay ahead.”
The “Best Coke Ever” campaign is a localization of a global campaign that kicked off back in august and featured this spot:
“We know there continues to be a growing appetite for no sugar options, and as people’s tastes and preferences have changed, so have we,” said Kate Miller, marketing director for Coca-Cola South Pacific. “The reaction from Australian taste tests has been positive, so now we’re asking the rest of the country what they think of the recipe.”
Media Agency: UM
PR Agency: DEC PR
Social Media: Social Centre driven by One Green Bean
Client: Coca-Cola South Pacific
Creative: Ogilvy Global, adapted locally
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