18 April 2017, SINGAPORE – Coca-Cola today launched its global ‘One Brand’ strategy in Singapore. For the first time ever, the entire Coke range in Singapore will be marketed under one brand – Coca-Cola – allowing Coca-Cola Zero and Coca-Cola Light to benefit from its widespread appeal. In line with the new ‘One Brand’ approach, new packaging graphics were also revealed. The new packaging, which uses the iconic Red Disc, will unify Coca-Cola Classic, Coca-Cola Zero and Coca-Cola Light under one design.
The company also launched Coca-Cola Zero Sugar, a new and improved sugar-free Coca-Cola, which will replace Coca-Cola Zero. The new recipe tastes even more like the original Coca-Cola, but without sugar. Coca-Cola Singapore will support the launch with a marketing campaign that encourages more people, including Coca-Cola Classic drinkers, to try and choose the no sugar option.
‘One Brand’ Strategy and Packaging to Help Make Choice Easier and Simpler
Over the years, consumer tastes, preferences and lifestyles have changed, and with that so has Coca‑Cola. The company launched Diet Coke, which was later renamed Coca-Cola Light, in Singapore in 1985 and Coca-Cola Zero in 2008, as no sugar and calorie alternatives of Coca-Cola, each with their own identity. The company is now introducing a new ‘One Brand’ strategy to help make choice easier and simpler.
Ahmed Yehia, Country Manager of Coca-Cola Singapore, Malaysia and Brunei said “So far, our answer for people that love the Coca-Cola brand but want to reduce their sugar intake has been to launch completely different brands and take time growing their presence. The big change now is to do something simpler. With ‘One Brand’, our new strategy is to place all variants under the umbrella Coca-Cola brand and give customers a choice of the Coca-Cola that suits their taste, lifestyle and diet.”
From May, Coca-Cola’s three colas will be marketed under the Coca-Cola master brand instead of being marketed as separate products, to allow Coca-Cola Zero and Coca-Cola Light to benefit from the closer association with Coca-Cola Classic. The company will also feature all Coca-Cola variants in its advertising, to make clear to more people the full choice offered.
As packaging is Coca-Cola’s most visible and valuable asset, the company will introduce a new unified packaging design across all Coca-Cola varieties. The new packaging will feature the ‘rising’ Red Disc and a splash of the signature colors people know so well – black for Zero and silver for Light. The new packs will also emphasize the characteristics of each variant, making choice easier and clearer.
Under the “One Brand” approach, the company will also enhance the presence, visibility and accessibility of the no-sugar Coca-Cola variants in the marketplace. So that when a person enters an outlet, he will always find a no-sugar variant next to Coca-Cola Classic. In addition, all sugar-free variants will always participate in any promotion applied to Coca-Cola Classic.
The New and Improved Coca-Cola Zero Sugar
Coca-Cola Singapore has also launched a new and improved sugar-free variant, Coca-Cola Zero Sugar to encourage more people, including Coca-Cola Classic drinkers, to try and choose the no sugar option. The new recipe, which will replace Coca-Cola Zero, tastes even more like the original Coca-Cola (Coca-Cola Classic), but without sugar.
Tish Condeno, Marketing Director of Coca-Cola Singapore, Malaysia and Brunei said “We know that many people love the taste of the original Coca-Cola. We also know that some of them want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. That’s why we are excited to unveil the new Coca-Cola Zero Sugar, which matches the taste of the original Coca-Cola, but without the sugar.”
As well as the improved taste and the new name – Coca-Cola Zero Sugar, packaging in line with the company’s ‘One Brand’ marketing strategy will make it even clearer to consumers that the drink is sugar-free. The launch will also be supported by a marketing campaign that purposefully plays to the familiar elements people love about Coca-Cola to encourage
Coca-Cola Classic drinkers and new consumers to try Coca-Cola Zero Sugar.
The new packaging and the new Coca-Cola Zero Sugar will be available in-store from May onwards.
Today’s announcement is the latest in a series of actions taken by Coca-Cola Singapore to help Singaporeans control their sugar and calorie intake. The company is rethinking many of its recipes to reduce sugar and is innovating to launch new low or no-sugar drinks. Coca-Cola Singapore now offers more than 40 different beverages options, of which 40 percent fall into the low or no sugar categories. These include Coca-Cola Zero, Coca-Cola Light, Aquarius, Sprite Zero, Schweppes Soda, Glaceau vitaminwater, Glaceau smartwater, ZICO coconut water, Heaven and Earth Green Teas and Ayataka.
The company is also committed to putting clear, easy-to-find calorie information right up front so people can make informed choices without the guesswork. Coca-Cola was the first beverage company in Singapore to provide transparent nutrition information, featuring calories on the front of all of our packaging, and continues to do this today. Recently, the company also adopted the Healthier Choice Symbol labelling to help people better control the amount of sugar they get from the company’s beverages without giving up the great tastes they know and love.
Going forward, the company will continue to evolve its long-term business strategy towards becoming a total beverage company that offers consumers around the world and in Singapore the drinks they want in line with their changing tastes and needs.
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About Coca-Cola Singapore
In addition to Coca-Cola, one of the world's most valuable brands, the Coca-Cola system in Singapore manufactures, markets and distributes over 40 products including sparkling beverages (Fanta, Sprite, A&W, Schweppes), zero-calorie sparkling beverages (Coke light, Coke zero, Sprite zero), juice drinks (Minute Maid Pulpy, Qoo), isotonic drinks (Aquarius), teas (Heaven and Earth), coffee (Georgia) and waters (Dasani, glacéau vitaminwater). Coca-Cola has been refreshing Singaporeans for nearly 80 years and is committed to making a lasting, positive difference in the local community.
For more information about Coca-Cola Singapore visit: www.coca-cola.com.sg
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