Coca-Cola focuses on sugar reductions in new ads
A new series of Coca-Cola advertisements focused on showing the brand’s efforts in reducing sugar across its drinks portfolio has been launched as the iconic soft drink company deals with changing consumer preferences.
The print advertisement made by McCann tells consumers “we’re listening” and draws attention to the brand’s track record in reducing sugar across 22 of its drinks including Fanta and Sprite.
Coca-Cola’s print advertisement running in main stream newspapers
In its advertisement, Coca-Cola claims it will be totally eliminating or reducing the amount of sugar in all of its new flavours of Coke
“We’re listening. Sugar in moderation is fine, too much isn’t good for anyone. We’ve reduced sugar across 22 drinks since 2015, including some of our biggest brands like Fanta and Sprite. And all new flavours of Coca-Cola will be either reduced or no sugar. With more to come,” the ad states.
Christine Black, director of Sustainability at Coca-Cola South Pacific, said the brand has started to tell its customers about the efforts it’s making to help them moderate their sugar intake.
“We agree that people should not eat or drink too much sugar, so we are taking specific, meaningful actions, including reducing sugar in our drinks to help people everywhere more easily control their sugar intake.
“This is about letting consumers know about some of our actions which includes reducing sugar in many of our existing brands, providing smaller, more convenient packs, and offering more choice by launching new reduced and no-sugar drinks.”
Coca-Cola has said it is committed to reducing sugar across its whole range of drinks by 10% within the next two years.
As well as running ads on social media and out-of-home, Coca-Cola has also created a website www.ourwayforward.com.au.
The Our Way Forward website includes Coca-Cola’s pledge to reduce sugar across its drinks brands, news, frequently asked questions and a sugar comparison tool.
Coca-Cola’s sugar comparison tool allows consumers to compare the amount of sugar in its drinks.
Sprite, Lift, Fanta, Coca-Cola, Powerade, Goulburn Valley, Pump and Vitamin Water are all part of the Coca-Cola drinks portfolio.
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You’d think they could use “our way forward” to not only address health (sugar) but also sustainability (packaging)…
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Dragged, kicking and screaming, to this “we’re listening” point in the sugar debate. Bewildered, increasingly irrelevant, so last century Coke.
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The copy doesn’t bear scrutiny. “Too Much isn’t good for anyone” Too much? Too much of anything is by definition undesirable. Does this indicate that they knew they were adding excessive sugar all along?
“all new flavours of CC will be either reduced or no sugar.” Flavours reduced? or sugars reduced and /or eliminated?
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