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
Sounds like another “New Coke/Coke Life” disaster in the making. When are companies going to stop fixing something that isn’t broken? Coke Zero is a great product that doesn’t need to taste like Classic Coke, maybe the reason why people buy Coke Zero is that it doesn’t….
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Eghhhhhhh *yawn*.
What did you sweeten it with?
The no sugar is misleading.
This stuff is no bloody good for you! In any shape or variety.
“cane sugar can be part of a healthy diet when it’s consumed in the right amount”.
Yeah? How much? And how often? Find me a study that confirms the consumption of caffeinated and carbonated beverages is a great way to consume came sugar.
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This is going to be like the Shapes saga again. Backlash followed by the product returning to the shelves. #longliveblackdeath
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Coke is failing to recognize that many consumers (both my wife and I included) actually PREFER the taste of Coke Zero to ANY other Coke product. It’s nice that it is zero calorie, zero carb, zero sugar, etc….but for us, it is about the taste. It is the best Coke product on the market. Period.
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Oh no!! Coke Zero is a massive success despite its taste.
I would have thought Coke stopped being obsessed with taste after new Coke.
Taste and sugar are not the drivers. It’s brand.
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Same as Troy above, Zero is the best coke ever. Do not replace it!!!
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PEPSIMAX
vanilla is my flavour of the month, just love it
bottles just disappear off the shelves of my local IGA
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I’m a massive Coke Zero fan, but let’s say it like it is. Sugar isn’t really the big issue: “Coca-Cola No Sugar is sweetened with aspartame and acesulphame potassium (sometimes called Acesulphame-K or Ace-K) which is also what Coke Zero and Diet Coke is sweetened with”.
Same stuff… This is all hype.
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This amazes me how a company can miss read their customers. Seems like yet another panic decision. The question is will they be brave enough to bring back zero before the lost customers move on to a new favorite.
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