Coca-Cola has kicked off what it is promising to be a “massive year” for Coke Zero with a new TV campaign.
The “Just Add Zero” campaign will run for three months from this week to, “establish Coke Zero as an icon to a new generation,” said Coca-Cola Enterprises (CCE).
“The campaign has been created for a new demographic of young people that has emerged out of challenging times with a positive outlook focused on living richer. Our significant investment in this new campaign reflects our ongoing commitment to highlight the choices available for consumers who don’t want to compromise on taste for zero sugar and zero calories,” said Caroline Cater, CCE’s operational marketing director.
Bigger and better
The TV push will be supported with billboard ads, digital activity, PR and PoS.
The campaign is based on the idea that adding a zero makes things bigger and better, with the advert featuring a trip to one country that turns into an “epic journey” to 10, and a party of 100 transforming into a festival of 1,000.
Edgier direction
“This is set to be a massive year for Coke Zero and we are confident that this campaign will help the brand to grow even further,” said Cater.
“Coke Zero sales have increased by nearly 20% over the last year, driven by strong growth in grocery multiples. We’re now looking to support this with a further push, marked by a new edgier direction.”
Last year some 8,000 pubs signed up to the Coca-Cola Designated Driver programme, which offers drivers a “buy one get one free” deal in pubs through December.