Coke Zero rebrands as Coca Cola Zero Sugar with message of moderation

Coke Zero has been rebranded, given a new packaging look and backed by a £10 million push to discourage Coke drinkers from consuming too much sugar.

Coca Cola Zero Sugar has been re-launched in the UK, backed by a £10 million ad campaign, a new name and new design.

Formerly Coke Zero, the renamed drink fits in with other products in the Coke family as part of it’s “one brand” strategy, as we found out from vice president of global design at Coca-Cola James Somerville in April. You can read the full story here.

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The new Coca Cola Zero Sugar design, which features a red disk was unveiled in April but only rolls out to the UK market now. It carries the strapline “Taste’s more like Coke, looks more like Coke”.

The new campaign and the positioning are part of Coca Cola’s drive to encourage consumers to cut down the amount of sugar they consume.

Coke Zero’s last overhaul was in 2014, which was designed by Bulletproof and positioned around a “Just add Zero” campaign.

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