The launch will be backed by the brand’s biggest investment in a new product launch since 2006, with the integrated marketing campaign encouraging Australians to ‘Say YES to the Taste You Love’ by trying Coca-Cola No Sugar.
Marina Rocha, Group Marketing Manager, Coca-Cola South Pacific, said: “Coca-Cola No Sugar is the product of years of extensive research, consumer testing and trials by our flavour experts and we are confident we have created our best tasting sugar-free Coca-Cola recipe ever. Now we want Aussies to give it a go and 'Say YES' to Coke No Sugar – it won’t be hard to find!
“We know many of those people who love the taste of Coca-Cola are looking for ways to watch their sugar intake. The new Coca-Cola No Sugar offers a great new choice for those who love the taste of Coke but are conscious of their sugar intake.”
Trial will be driven by the largest free Coca-Cola sampling campaign ever undertaken in Australia which will see more than two million free samples of Coca-Cola No Sugar given away over two months.
The massive sampling campaign of Coca-Cola No Sugar will leverage numerous connection points to offer free samples in more places and via more methods than ever before. This will include downloading vouchers digitally, on mobiles or via Shazam during the airing of the new TVC that is set to launch later this month.
At the same time, the sampling campaign will feature a new interactive outdoor advertising panel, featuring a LED screen where consumers can verbally “Say YES” to redeem a free sample vended directly from the refrigerated panel. The voice-activated panel will be deployed at selected high footfall CBD locations.
Australia is among the first markets to launch the new product, following its successful debut in Mexico where response to the taste has been overwhelmingly positive. Coca-Cola No Sugar will be available nationally in all major and independent retailers from June 16, 2017.
· 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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About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our company's portfolio features 21 billion-dollar brands, 19 of which are available in reduced, low or no-kilojoule options. These brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colajourney.com.au. Coca-Cola Amatil (Aust) Pty Ltd is the authorised manufacturer and distributor of The Coca‑Cola Company’s beverage brands in Australia. Coca-Cola South Pacific Pty Ltd, an indirect wholly owned subsidiary of The Coca-Cola Company, provides marketing and technical/quality services to The Coca-Cola Company in Australia.
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