Coca-Cola Zero Sugar has released a new refreshing recipe and bold packaging that provides consumers with a taste more similar to the original and iconic Coke flavor.
The new packaging design represents a simpler look that features the Coca-Cola logo, red cues and black Spencerian script, indicating that this beverage is “Now More Delicious.”
“Recognizing that tastes and preferences are always evolving, we’re focused on continuous improvement to give fans the best-tasting Coca-Cola they want—with zero sugar or calories—offered in the most iconic packaging and powered by some of our most creative, consumer-centric marketing yet,” said Rafael Prandini, Coca-Cola category lead, North America Operating Unit, in a statement.
The company celebrated the new Coca-Cola Zero Sugar relaunch on July 13th at 7:30 pm during the “Manhattanhenge.” This event happens every year in New York City, as the sunset perfectly aligns with the east-west oriented streets, which perfectly frames the sun between the skyscrapers as it sets into the horizon.
A banner plane flew across the spectacular, even stating, “Best Coke Ever?” followed by the unveiling of the new coke beverage.
On July 12th, the company provided consumers with the first sips of the beverage before the official launch and put up billboards around the city. Additionally, a new Snapchat lens allows users to take sunset selfies at home with the Coke Zero Sugar lens.
“As the country reopens, we want to be a part of this beautiful, culturally relevant moment that’s naturally happening in New York City,” said Natalia Suarez, senior brand manager, Coca-Cola TM, North America Operating Unit, in the same statement. “The activation is grounded in the idea that the best moments are even better with a Coke. And we believe this is the best Coke ever.”
First launched in 2005, Coca-Cola Zero Sugar was reformulated in 2017, bringing it closer to the Coca-Cola flavor, and now again to reach the goal.
The Coca-Cola Company has been experimenting and introducing new flavors to consumers for many years and tweaking them to make them more appealing for a broad consumer market.
Consumers have been drinking less soda to live healthier lives; however, Coke has been working towards creating a beverage that doesn’t compromise on taste but removes all the sugars in the beverage.
“In order to continue to drive growth of our diets and lights category, we must keep challenging ourselves to innovate and differentiate just as other iconic brands have done,” Suarez told FoodDive.
The new Coca-Cola Zero Sugar that features fresh packaging and a closer flavor profile to Coke’s will be available in the US later this month and full distribution in the US and Canada starting in August.