Coca-Cola Enterprises (CCE) has announced what it claims is its biggest launch since Diet Coke hit the shelves 22 years ago. New Coca-Cola Zero is backed by a massive £8m campaign this summer and will offer consumers a third way to enjoy Coke. Aimed at young men, the product has zero sugar like Diet Coke, but is said to have a fuller flavour which is closer to that of original Coca-Cola.
Following a record-breaking launch in Australia earlier this year and its launch in the US last year, CCE is expecting Coca-Cola Zero to re-invigorate sales of carbonated drinks in the UK. The heavyweight marketing campaign includes TV advertising, sampling and a 2,000-strong sales team, which will visit more than 100,000 outlets in the first six weeks from launch.
The product will be available in 330ml cans and six-pack, as well as 500ml and 2ltr bottles. It is also available in an innovative new fridge pack - a multipack format specifically designed to sit in the consumer’s fridge with an opening to help dispense the cans. The pack contains 10 cans and is also available for Coke, Diet Coke and caffeine-free Diet Coke variants.
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