Coca-Cola has launched its next big push for its sugar-free product via the Just Add Zero tagline. Adding zero gives you more, according to the soft drinks giant, which is putting more marketing dollars behind the campaign, to the tune of $7million in 2014, according to the firm.
The campaign kicked off last week and runs for seven weeks across TV, digital, street sampling, out of home and point of sale. Some two million samples have been allocated to the push, with supermarkets including Woolworths in on the sales drive. The supermarket also has an incentive: the instore promotion of a one dollar 1.25l Coke Zero can only be redeemed by its rewards card members.
“Our investment provides us with great opportunity to drive trial and awareness of Coke Zero and keep the brand at the top of the consideration list for Aussie beverage consumers,” said Angeline Lee, Coca-Cola Lights brand manager. "In 2013, we spent 70% more per case marketing Coke Zero than we do on marketing Coca-Cola.”
The company said that the Just Add Zero campaign has driven growth over the past year of 3% in supermarkets and grocery stores and 4% in convenience stores.
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