Coca-Cola ditches unified packaging strategy with Zero Sugar push
Global beverage giant, Coca-Cola, has unveiled a new look for its Coca-Cola Zero Sugar, marking a departure from the unified packaging strategy launched in 2018.
The all-red can is now distinct from other variants, and no longer features a black band around the top to distinguish it from the original variety.
The unified look was initially designed to encourage more consumers to try the zero-sugar version. It followed a 2015 decision to bring all Coke variants together under one brand.
Recall that the soft drinks brand also launched a campaign to support the “evolved” Coca-Cola Zero Sugar product, featuring a soundtrack created by rapper and musician Tyler, The Creator.
Coca-Cola made the decision to cut “zombie brands” from its portfolio and focus its attention on fewer, stronger brands last July, as it believes this will help it recover from the pandemic faster.
Also recall that earlier this month, CEO James Quincey said long-term growth will be “powered” by these core brands, adding that marketing investment would be returning to pre-pandemic levels.
Coca-Cola’s net revenues declined 11% to $33bn (£23bn) in 2020, driven by a 7% decline in concentrate sales.
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