Starting with sugar, the company had to rethink recipes for 32 drinks to reduce sugar over the last two years. Those actions have removed 10,700 tons of sugar to date with another 23,000 thousand tons to be removed in 2017. Translation: 40% of
The Company’s “One Brand” strategy—uniting all
While many business decisions contributed to this achievement, the “One Brand” strategy was one of the biggest drivers of this change. In fact, Chile was the first Latin American country to employ this new, innovative strategy.
The idea is simple: promote low and no-sugar versions of
The Same Taste
Part of the challenge was making sure consumers who wanted to try our low and no-sugar varieties—namely
Once the company made sure they were available, they needed to get people to want to try them.
So they embarked on an ambitious sampling campaign, delivering more than 1 million samples throughout the country in outlets like supermarkets, bus terminals, and convenience stores. The results were so successful that the company reached 60% of the people they wanted to reach.
Coca-Cola Zero may have shed its all-black look for a touch of the Coke Red the world knows and loves, but the taste and results speak for themselves.
More on Journey
Less is More: Small Packages Mean Big Win for
- Coke’s Road Ahead: 5 Questions with Muhtar Kent and James Quincey
100 Days at Coke: Lifting the lid on brand design at
- The Unlikely Environmentalist: Sugarcane Growers Protecting Our Reef
- Trace the 130-year Evolution of the Coca-Cola logo