Coke Zero to drop 'bloke coke' advertising theme
Coca-Cola is rethinking its strategy for Coca-Cola Zero 16 months after its launch, shifting the focus from its target audience of young men to the product's benefits.
A global TV campaign, created by Wieden + Kennedy Amsterdam, will launch
in January featuring the fresh positioning and a strapline to replace
'Great taste, zero sugar'.
The change is a dramatic shift for the brand, which launched as a
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and England football WAG Cheryl Tweedy fronted launch ads for Coke Zero
last year. The work was created by VCCP, which handles its UK ad
account.
This year, Coca-Cola placed football at the centre of its spring
activity, with work through VCCP featuring Manchester United and England
star Wayne Rooney.
Separately, it is spending £9m on the launch of Fanta Still in
February. It is also adding an orange flavour to its Powerade range and
launching a juice variant of its Relentless energy drink.
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