Coke's youth drinks ditch diet tag for 'Z' branding

by Mark Sweney, Marketing 02-Mar-05, 13:44

Coca-Cola is to ditch the use of the terms 'diet' and 'light' across its product portfolio and introduce an umbrella brand called Z as part of a fundamental rethink of how it promotes the drinks.

The branding, which stands for 'zero added sugar', will run across Coke's youth product portfolio of Sprite, Fanta, Dr Pepper and Lilt. It is the first time Coca-Cola GB has developed an umbrella marketing proposition across a range of products.

The Z range will be available from next month and will be supported in May by a heavyweight integrated marketing push.

Coca-Cola would not confirm which agency was working on the campaign. Mother currently works on Lilt and Dr Pepper, Soul on Fanta and Lowe on Sprite.

The soft drinks company developed the Z brand to combat misconceptions about the words 'diet' and 'light'. The changes will not affect core brand Diet Coke.

Julia Goldin, marketing director for Coca-Cola GB, said the move was in response to lifestyle choices consumers are making.