Coca-Cola to promote sugar free product with ‘Say Yes to the Taste You Love’ work via Ogilvy
Coca-Cola South Pacific has today announced the launch of Coca-Cola No Sugar – its brand new sugar-free product in Australia. In development at the company’s US headquarters for more than five years, the new Coca-Cola No Sugar recipe was carefully crafted to taste even more like Coca-Cola Classic but without the sugar.
The launch will be backed by the brand’s biggest investment in a new product launch since 2006, with the integrated marketing campaign via Ogilvy Sydney, encouraging Australians to ‘Say YES to the Taste You Love’ by trying Coca-Cola No Sugar.
The massive sampling campaign of Coca-Cola No Sugar will leverage numerous connection points to offer free samples in more places and via more methods than ever before. This will include downloading vouchers digitally, on mobiles or via Shazam during the airing of the new TVC that is set to launch later this month.
Says Marina Rocha, group marketing manager, Coca-Cola South Pacific: “Coca-Cola No Sugar is the product of years of extensive research, consumer testing and trials by our flavour experts and we are confident we have created our best tasting sugar-free Coca-Cola recipe ever. Now we want Aussies to give it a go and ‘Say YES’ to Coke No Sugar – it won’t be hard to find.
“We know many of those people who love the taste of Coca-Cola are looking for ways to watch their sugar intake. The new Coca-Cola No Sugar offers a great new choice for those who love the taste of Coke but are conscious of their sugar intake.”
Trial will be driven by the largest free Coca-Cola sampling campaign ever undertaken in Australia which will see more than two million free samples of Coca-Cola No Sugar given away over two months.
At the same time, the sampling campaign will feature a new interactive outdoor advertising panel, featuring a LED screen where consumers can verbally “Say YES” to redeem a free sample vended directly from the refrigerated panel. The voice-activated panel will be deployed at selected high footfall CBD locations.
Australia is among the first markets to launch the new product, following its successful debut in Mexico where response to the taste has been overwhelmingly positive. Coca-Cola No Sugar will be available nationally in all major and independent retailers from June 16, 2017.
Connections Agency – UM
Creative Agency – Ogilvy Sydney
PR Agency – Pulse
Experiential Agency – Maverick
Social Media Agency – Coca-Cola Social Centre & One Green Bean
Digital Agency – Satellite NZ
2 Comments
I won’t be drinking Coke No sugar.
It seems the campaign is un subtlety promoting the Vote Yes Postal vote.
We need to protect marriage not redefine and destroy it.
Say No.
Hahahahaha, the above comment made my day. The plebiscite wasn’t put through until ages after they had the marketing plan mapped out. Obviously.