Coca-Cola Great Britain introduce new one brand strategy

12 March 2015 by
Coca-Cola Great Britain introduce new one brand strategy

Over the years, Coca-Cola has launched and developed new brands, with distinct and separate identities, providing a greater choice in terms of flavour, sugar and caffeine content, however, recent research has shown that not all British consumers fully understand the choice offered within the Coca-Cola trademark and the distinct benefits of each brand. For example, five out of 10 consumers do not realise Coca-Cola Zero is a no sugar, no calorie drink.

The announcement will see Coca-Cola Zero integrated with Coca-Cola, Diet Coke and Coca-Cola Life under one brand - Coca-Cola.

Announcing the new marketing strategy, Jon Woods, general manager of Coca-Cola Great Britain & Ireland, said: "Coca-Cola is one of the best-loved and most iconic brands in the world. With our new 'one brand' approach, we are uniting four distinct brands under the umbrella of Coca-Cola. We believe our no and lower sugar variants will benefit from this closer association with Coca-Cola and that featuring all variants in our advertising will make clear to more consumers the full choice we offer them. By focusing on building one brand and extending the appeal of the original Coca-Cola across our lower and no sugar variants we believe we can drive sustainable growth for our business in Great Britain in the years ahead".

The new packaging, will appear between now and May, alongside the UK government's front-of-pack labelling scheme

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