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Coca-Cola to replace Coke Zero with Coca-Cola No Sugar with plans to drive sampling through Shazam and OOH panels

Coca-Cola is set to remove Coke Zero from Australian stores following the launch of its ‘No Sugar’ brand in Australia.

Described as ‘the best-tasting no sugar cola yet’, Coca-Cola No Sugar has been in development for more than five years, and will eventually replace Coke Zero in the Australian market.

The new product will be available nationally from June 27 across major and independent retailers.

However, consumers will be able to get one of two million free samples between June and August, through methods such as downloading vouchers on mobiles, via Shazam during TV ads and at voice-activated outdoor advertising panels.

Coca-Cola No Sugar is the third sugar-free product the brand has launched in 30 years, with Diet Coke launching in 1983 and then Coke Zero in 2006.

Coke also axed its ‘Life’ brand earlier this year.

Robert Mercade, president of Coca-Cola in Australia said the new product is the “closest” the brand has ever come to the classic taste of Coca-Cola.

“We wanted the experience of drinking Coca-Cola No Sugar to be as close as possible to ‘The Real Thing’.

“That’s no small task when you consider the original has been cherished by consumers for more than a century.”

“People are looking for a better balance in their diet and lifestyle, which is why we are changing the way we do things here at Coca-Cola,” he said.

“Coca-Cola No Sugar will be a great new choice for those who love the taste of Coke but are watching their sugar intake.

“This is about The Coca-Cola Company making the leap from simply offering people more choice to actively encouraging people to consider a ‘no sugar’ option.”

He added: “We’ve never tried anything this ambitious in terms of giving Australians the chance to try our latest drink for free. We want Coca-Cola No Sugar to be within an arm’s reach of wherever you are, whenever you desire.”

According to a FAQ sheet on the company website, Coca-Cola “completely” agrees too much sugar isn’t good.

“Coca-Cola wants to make sure that people who love the taste of Coca-Cola can keep enjoying a great taste but without the sugar.

“The fact is, we completely agree that too much sugar isn’t good for anyone but we also know that cane sugar can be part of a healthy diet when it’s consumed in the right amount.

“Coca-Cola No Sugar will be a great new choice for those who love the taste of Coke but are watching their sugar intake,” it said.

Coca-Cola also explained the name choice was to make it clear to consumers the product contained no sugar.

While Coke Zero will be phased out, the company assured consumers it will not get rid of Diet Coke.

“Diet Coke has a distinct taste and is designed to be a lighter cola offering without sugar. People love the taste of Diet Coke and we’ve got no plans to change that. But for people who enjoy a Coca-Cola Classic and are looking to consume less sugar Coca-Cola No Sugar can offer them a great Coke taste but without the sugar.”

The news comes one year after the brand revealed its “One Brand” packaging globally.

A TV advertisement is set to launch later this month.

On the ASX, Coca-Cola Amatil has slipped 2% since the announcement, currently trading at $8.89.

Credits:

·      Connections Agency – UM

·      Creative Agency – Ogilvy Sydney

·      PR Agency – Pulse

·      Experiential Agency – Maverick

·      Social Media Agency – Coca-Cola Social Centre & One Green Bean

·      Digital Agency – Satellite NZ

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