Coca-Cola brings back ‘First Taste’ ad in renewed Coke Zero Sugar push

The TV advert, which launches next Monday, across TV, online and cinema continues Coca -Cola’s focus on its healthier options.

Coca-Cola is bringing back its ‘First Tastes’ campaign as part of a renewed push for Coca-Cola Zero Sugar and a wider focus on its healthier drinks as consumers increasingly opt for lower sugar options and with the introduction of the government’s sugar tax imminent.

The campaign, which will launch on Monday (15 January), will be pushed across TV, online and cinema with supporting activity across out-of-home advertising, digital and PR.

The advert, created by McCann EMEA, is a continuation of the brands ‘First Taste’ idea and features a retiree, Mr Hadley, who is given a Coca-Cola Zero Sugar for the first time, which sparks a chain of new firsts. His adventures include confessing his love to Alice, a long-lost crush, getting a tattoo, attending a Pride Parade and crowd-surfing at a festival.

Aedamar Howlett, marketing director at Coca-Cola Great Britain, says: “The campaign brings to life the concept of those ‘bucket list’ moments that universally resonate with people. We want to build on the success we have had to date reminding people of what makes it so special.”

Coca-Cola rebranded Coke Zero to Coke Zero Sugar in April 2016, and it has had an immediate impact. Coke claims sales are on the up, with Coke Zero Sugar its fastest-growing product.

And according to YouGov BrandIndex, consumer perceptions of Coke Zero Sugar have also increased. Its Index score, which includes metrics such as quality, value and satisfaction, has seen a statistically significant increase since the rebrand from -2.6 in April 2016 to 1.5 in January this year.

Its Quality score has also seen a sharp increase from -1.1 to 2 over the same period.

The campaign launch comes as Coca-Cola announces an overhaul of its Diet Coke brand in the US with new packaging and flavors.

from Marketing Week:

Coca-Cola embraces a digital future as consumers move online

With a growing number of consumers purchasing their groceries online, Coca-Cola is finding more ways to embrace a digital future — and make sure it doesn’t get left in the past.

coca-cola marketing dive

The maker of Sprite, Fanta and its namesake cola has spent decades developing packaging and retail displays that grab the attention of the consumer in places such as the checkout line and the convenience store. The challenge today is taking this way of thinking and moving it online. To do that, Coca-Cola executives said the company must focus on a two-pronged approach — how the consumer buys an item and the way in which he receives it.

“A big piece of the business is going online, whether that is brick and mortar or whether it’s pure players like Amazon, so not being online means your brands are not being as relevant,” John Carroll, general manager and vice president of e-commerce for Coca-Cola North America, told Food Dive. “We’re following the consumer and where they’re going.”

Kantar Retail estimates e-commerce today comprises just 2% of grocery sales, meaning there is plenty of room left for growth. It’s expected that 20% of all grocery sales, representing around $100 billion, will come from online shoppers by 2025, according to data from the Food Marketing Institute and Nielsen.

This future, and the revenue that comes with it, has attracted the attention of other companies beyond Coca-Cola. Campbell Soup has been bulking up its online business, highlighted by hiring a former Amazon and eBay executive for a newly created role that oversees digital and e-commerce initiatives.

Kellogg is also revamping its business model for e-commerce. The company announced earlier this year it would end direct-store delivery for its snacks division, and instead shift resources and efforts to direct-to-consumer marketing. The manufacturer of Pringles, Pop-Tarts, Cheez-It and Nutri-Grain said during its second quarter that U.S. e-commerce sales grew by 70%, and its global experience suggests it can capture more share through click-and-collect programs than in stores.

“A big piece of the business is going online, whether that is brick and mortar or whether it’s pure players like Amazon, so not being online means your brands are not being as relevant. We’re following the consumer and where they’re going.” John Carroll

General manager and vice president of e-commerce, Coca-Cola North America

Coca-Cola, which thrives on impulse buys, is involved with nearly every way consumers are reallocating their purchasing power. The 131-year old company showcased at its investor day earlier this month how it is pairing its drinks with a meal kit while also demonstrating a voice ordering system that suggests adding a cold Dasani water at the end of the order.

And when a consumer uses a storage locker, the individual can be asked if he wants to buy a drink to go along with the purchase as he gets closer to picking up the order. The beverage can be added within two minutes.

from Marketing Dive:

‘Everyone has to eat’ says Morrisons as it anticipates a price-conscious Christmas

With Christmas fast approaching, the current retail climate suggests consumers will be looking for a bargain.

Morrison's Supermarket

John Lewis has already predicted the mood around big ticket items will be subdued for quite some time – suggesting Brits will be less likely to trade up this Christmas.

The reality, according to GfK, is Brits are slightly upping their spend on bigger buys such as electricals, but only because they are borrowing more money on credit cards. It has labeled this trend “worrying” and says rising interest rates and inflation will also dampen the mood among many consumers this Christmas.

Despite this negative backdrop, big four supermarket Morrisons will be taking a lot of positive momentum into the crucial Christmas trading period. Today (2 November) it revealed like-for-like sales rose 2.5% in its third quarter.

Although this is a slower rate of growth than the 2.6% and 3.4% growth it recorded in the previous two quarters, it represents the supermarket’s eighth consecutive quarter of sales growth – a reality far removed from the struggling brand inherited by Morrisons’ CEO David Potts when he took the job in February 2015.

And asked by Marketing Week during a press call whether Christmas 2017 will most benefit discount brands, Potts answered: “Our job is to serve core customers as well as we can whatever the prevailing circumstances are. Equally, everyone is welcome at Morrisons and with our ‘Best’ premium range doubling its sales over the last year – the quality message is now there at the business.

“This Christmas we will be holding the prices of 100 of the key festive items – from potatoes to mince pies – so customers will need to decide [if they want to spend more somewhere else] as ultimately everyone has to eat.

“There’s every chance Brits will dial down on eating out and come to Morrisons instead so there’s plenty to look forward to. We’re in better shape this year with more stock in store and more research completed. We feel more chipper going into Christmas.”

Morrisons is trying to tread the line between low prices and high quality

Under Potts, Morrisons has repeatedly talked up its brand positioning as a shop keeper and as a food maker, with it looking to find the middle ground between similar prices to the German discounters Aldi and Lidl as well as high food quality perceptions.

Reflecting on the year, Potts says the brand has most benefitted from word of mouth buzz due to the improvements it has made to its core offer.

He concluded: “The Most important thing we have done with our brand is listen hard to customers and colleagues, and wherever possible respond quickly to their concerns.

“That has led to priorities within the business around competitiveness increase and allowed us to serve customers better. There’s now great value on the shelves and great work completed on our own brand around both notching up quality and notching down pricing combined. All of this combined with cleaner stores has made the shopping trip better than it was and our brand stronger in the market.”

from Marketing Week:

Nespresso focuses on its farmers rather than George Clooney for latest campaign

Nespresso launched its first ever above the line campaign around its sustainability efforts, as the brand insists it is not an “opportunistic” campaign but a long-term strategy.

‘The choices we make’ campaign, which launches today (12 September) and was created by JWT, features a 60-second TV film and will also run across digital and print media. Four short online films and a new content hub have been created to share the personal stories of the farmers behind the coffee. The ads will run until the end of the year.

The TV ad focuses specifically on Nespresso building a community mill in Colombia where farmers can bring their coffee beans to be processed. The company says it has helped farmers save up to five hours a day during picking season, which they are able to reinvest in their families, communities and hobbies.

One story, for example, shows coffee farmer Luis, who can now spend more time with his son. The community mill, he says, has also enabled better water management and cleaner rivers in the region. And while brand ambassador George Clooney might not be the star, he does narrate the campaign.

Read more at Marketing Week:

Coca-Cola: ‘E-commerce should not be seen as a channel’

Coca-Cola says digital transformation and e-commerce are its top priorities, as the fizzy drinks company claims its products are among the fastest selling online.

Coca-Cola believes e-commerce is playing an increasingly important role for the business, but warns that its image of only being the remit of digital “pure players” is wrong and should be challenged.


Speaking at the Barclays Global Consumer Staples Conference yesterday (5 September), the company’s executive vice president of Coca-Cola North America, Sandy Douglas, spoke about the “digitisation” of the business, and how technology is changing the way it serves consumers.

E-commerce, she claims, gives it the opportunity to reach people using their mobile devices in their homes – and believes there is room for further growth due to the popularity of its products among online retailers. That said, she believes e-commerce still has an image problem that needs tackling.

Read more at Marketing Week: