Sales of Coke Life had dwindled, and now Coke wants to more clearly define its soft drinks and their benefits. 'As we look to drive no-sugar sales even more and make it clearer for consumers to differentiate between sugar and no-sugar options now feels the right time to phase out Coca-Cola Life from the UK market and focus on our three leading and iconic cola variants', says the GM of Coke GB.
Coke may also have been looking ahead to 2018, when a UK sugar tax is supposed to go into effect for sugary soft drinks. Such legal and regulatory changes make a difference in how Coke and its competitors develop and adjust marketing plans for today and tomorrow.
To introduce more UK consumers to Coke Zero, there has been an ongoing campaign featuring billboards and transit ads, TV adverts and other brand communications. This summer's campaign will include extensive sampling to induce 'try and buy' consumer behaviour.
The iconic Coke brand has more than 103 million Facebook likes, more than 2 million YouTube followers, 140k Twitter followers and thousands of other social media fans, giving it a popular platform for dialogue with consumers.
