For example, on the front of Coke Zero cans, which UK marketing chief Bobby Brittain admitted had been a source of confusion for consumers (with 50% of consumers not realising it is a no sugar Coke), the descriptor "zero sugar – great Coke taste" will be repositioned in the foreground.
The new packaging will also see the introduction of colour coded front-of-pack labelling showing fat, saturated fat, salt, sugar and calories. The move to tighten association of the Coca-Cola master brand across the portfolio has been designed, Brittain added, to help the business achieve 50% UK sales from low and no sugar variants by 2020.
"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," said Jon Woods, GB & Ireland general manager.
"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".
(This article was first published on Marketingmagazine.co.uk)