Coca-Cola explains its Coke Zero rebrand: ‘Coke & Coke Zero Sugar are like ham & egg’ Great Britain became the first market to Coke the ultimate compliment because we sell Coca-Cola Zero Sugar, a reformulated, are saying ittastes more like Coke, looks rebranded version of Coke Zero, that the more like Coke, and we’re always using Coke company claims "tastes more like Coke and as the point of comparison," Brittain said. looks more like Coke." "Strategically, Coke and Coke Zero Sugar are The company is backing the launch with ham and egg. It’s absolute dovetailing. I al­ a £10 million ($12.9 million) marketing ways use the analogy of tea: We either have campaign fronted by popstar Rita Ora. The it with our without sugar. It’s Coke, with or product will be launching in other countries without sugar," he added. in western Europe from September through to October and other markets, such as the So where does Diet Coke fit into that strat­ US, will follow after. egy? When Coke Zero launched in 2006, it Speaki ng to Business Insider, Coca-Cola was often referred to as “bloke Coke” - the Great Britain marketing director Bobby no sugar option for boys. Diet Coke has a Brittain, said there was "absolutely noth­ predominantly female audience - around ing" wrong with Coke Zero and that it had 60% of drinkers, according to Brittain. Diet marked almost consistent sales growth in Coke Zero is bei ng positioned as a “gender the country since it launched in 2006. agnostic" brand, Brittain said. Campaign reported back in January He explained why the two can still sit in that Coke Zero's volume sales did the portfolio together: “Diet Coke is increase in 2015 (from 83 million to a massive brand and was never 85 million) but, accordingtodata intended to taste like Coke and from IRI, value sales declined 1% doesn’t taste like Coke... Diet overthe period - meaningthe i Coke here is incredibly successful company sold more product, because it is its own brand: 4.5 but it did so by putting it on million people [in Great Britain] promotion. who drink it on a weekly basis Brittain thinks Coke Zero Sugar have a relationship with that will perform far better - partly brand." However, even Diet Coke because 50% of people don’t is undergoing a refresh. Brittain said know Coke Zero doesn't theon-packdesign and branding contain any sugar will change atthe beginning - and he believes of next year, to be more the new brand in-fitting with the “one will perfectly brand” strategy the complement company began rolling traditional, “red" out globallyin 2015. Coke. The “disc” that appears “We’re using on the Coke Zero Sugar Coke very much can will also appear in as the gold some form on Diet Coke standard, the packs. red standard. {Source: We’re paying businessinsider.com)