Leendert den Hollander, Coca Cola European Partners (CCEP) vice-president and general manager and Simon Harrison, CCEP GB customer marketing director has announced three new product launches for quarter one 2018 as part of their ‘growing core adding more’ strategy.
Talking at CCEP’s Q1 trade event held at the Vinyl Factory in London yesterday, den Hollander and Harrison outlined plans for a total beverage company, creating more drinks for more occasions and innovation choices led by consumer research.
CCEP will be filling channel gaps with three new drink products: Fuze Tea, a fusion of fruit juice, botanicals and tea extracts that are blended together in Peach & Hibiscus and Mango & Chamomile flavours; AdeZ: a three-strong range of vegan- and dairy-free smoothies, Amazing Almond Mango-Passionfruit, Mighty Oat Strawberry-Banana and Courageous Coconut and Honest Organic chilled coffee Latte and Mocha variants.
Harrison also announced a Diet Coke 2018 brand refresh including and a new contemporary design alongside a £10m advertising campaign to support the new campaign. The new Diet Coke ‘Because I Can’ campaign creative will see the brand encourage consumers to live their life unapologetically. The new 30-second TV advert will air regularly from the start of March.
The Sprite brand is also having a cash injection with a new look supported by a £3.3m marketing campaign. A new bottle and brand re-design will retain the iconic green colour Sprite has used since 1961, whilst up-lifting refreshment cues with lemon and lime imagery on all formats.
The dimples that already feature on the 500ml PET format of the bottle will now be included on Sprite glass bottles for the first time, representing the drink’s refreshing, citrus bubbles.
Ahead of 6 April 2018 new Sugar Tax law, Sprite Regular will transition to Sprite ‘No Sugar’, in both post mix and 330ml glass bottles.
“With nearly a quarter of under 24s in the UK choosing not to drink alcohol, soft drinks like Sprite, are becoming increasingly important to licensees. We believe that the new branding will attract new and loyal consumers, boosting Sprites’ popularity within licensed outlets.”
Den Hollander also defined CVCEP’s sustainability and packaging priorities including moving to every single plastic bottle being 50% recyclable by the year 2020 and a clear approach to stimulating an awareness of recycling and said: “We want to work with the industry and government to improve how we recover plastics in the future – and take a leading role in shaping that future.”
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