Coca-Cola Australia has unveiled an updated packaging design that is being rolled out consistently across all global markets in an evolution of the company’s ‘One Brand’ strategy.
The rollout of the new packaging coincides with the launch of a new recipe for Coca-Cola No Sugar.
Led by Coca-Cola No Sugar, the fresh new look packaging design will be carried across all Coca-Cola Trademark packs in Australia including Coca-Cola Classic and Diet Coca-Cola throughout 2021.
The new recipe for Coca-Cola No Sugar is part of the company’s move to create a zero-sugar drink as close as possible to the taste of Coca-Cola Classic.
The new recipe, which optimises current Coca-Cola No Sugar flavours and existing ingredients, has begun hitting Australian shelves this month.
The global reformulation of Coca-Cola No Sugar is the result of years of innovation to deliver a new and improved taste and aims to create a taste as close as possible to Coca-Cola Classic.
The reformulation launch will be supported by an integrated marketing campaign, asking Australians whether “this is the best Coke ever?”.
Coca-Cola Australia continues to invest in the no sugar category and in 2019 made a commitment to reduce sugar throughout its portfolio by 20 per cent by 2025.
Kate Miller, Marketing Director, Coca-Cola Australia said the reaction in taste tests of the new Coca-Cola No Sugar have been positive.
“We know there continues to be a growing appetite for no sugar options and as people’s tastes and preferences have changed, so have we. We believe this new taste will be popular with our current drinkers, as well as Coca-Cola Classic drinkers who are looking for a zero-sugar alternative.”
Coca-Cola Australia’s research demonstrates that the new recipe of Coca-Cola No Sugar is significantly preferred amongst Australian consumers to the previous recipe and highlights that it is favoured among Coca-Cola Classic drinks compared with the previous recipe.
“Since Coca-Cola No Sugar was launched in Australia in 2017, the product has seen significant growth and we continue to innovate to keep driving this growth. We believe this is the best Coke ever and we’re excited to hear whether Australians think the same,” said Miller.
The new recipe, design and campaign for Coca-Cola No Sugar has already launched in Europe, Latin America, Asia, and North America. The rest of the trademark design evolution will follow, rolling out globally throughout 2021 and 2022.
The new Coca-Cola No Sugar is available in a variety of sizes, across all retailers in Australia starting from August 2021.