Campaign details
Advertiser: The Coca-Cola CompanyBrand: Coca-ColaAgency: Verve The Live AgencyCountry: Ireland
Background
Coca-Cola has a number of beverages in the portfolio with and without sugar, however they felt they needed to develop a campaign bringing the portfolio under one master brand . Coca-Cola Original Taste was losing volume share with a slow trajectory for the portfolio, highlighting a need for a fast recruitment strategy for Coca-Cola Zero Sugar as consumers were moving their choice to low or no sugar variants.
How consumers are making beverage choices in the Carbonated Soft Drink category...