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Coca-Cola Enterprises Limited (CCE) has announced integrated marketing plans for its three cola brands, ‘Coca-Cola’, ’Diet Coke’, and ‘Coca-Cola’ Zero in 2007.  With each positioned towards their target audiences, the appeal and relevance of the ‘Coke’ brand is set to extend to even more consumers in the next twelve months.

The original ‘Coca-Cola’ is still the best known brand globally1 and offers the ultimate refreshment for young people.  ‘Diet Coke’ delivers a lighter taste aimed at women in their twenties and is the biggest soft drink brand in grocery2.  ‘Coca-Cola’ Zero or Bloke Coke is already a record breaking success3, and brings a great Coke taste but zero sugar for men aged between 20 and 29.

The carbonated soft drinks sector remains huge, accounting for 33% of total soft drink sales4 and the current growth in colas is being driven by the ‘Coke’ portfolio. Colas are delivering a 3.1% growth, while CCE colas are growing at 5.1%5.  CCE is confident this growth will continue with its three cola strategy that includes integrated marketing and merchandising plans for all three brands.  

Anita Huntley, Head of Carbonates, Coca-Cola Enterprises:

“Our three cola strategy in 2007 consists of exciting plans for ‘Coca-Cola’, ‘Diet Coke’ and ‘Coca-Cola’ Zero, aimed at the right target audiences.  With these three fantastic brands consumers can move around the ‘Coke’ portfolio depending on their needs at different life stages.
“The ‘Coke’ portfolio is driving the growth in the colas segment, and we are confident that through integrated marketing and merchandising the three brands can deliver even further growth during 2007.” 

In 2007 the ‘Coke’ Side of Life creative platform will be used to deliver the ‘specialness’ of the iconic ‘Coca-Cola’ brand. This will be done through a new global creative advert and extensive digital activity focusing on the seasonal summer and Christmas peaks.  Building on the ongoing Football League sponsorship, ‘Coca-Cola’s biggest on pack football promotion - ‘Buy a Player’ – launches in January, offering fans the chance to win a share of a £10m transfer fund for their club and £10,000 for themselves.  

Summer activity will include continued focus on bringing consumers closer to their favourite music through the ‘Coke’ brand as well as a new limited flavour, following the success of ‘Coca-Cola’ with Lime.  The year will finish with the iconic advertising always associated with ‘Coke’ at Christmas.

2007 will witness the return of the famous ‘Diet Coke’ break, with activity focusing on re-engaging with loyal female consumers who were key to building the brand’s popularity.  A new multi-million pound campaign will appear on heavy-weight TV, cinema, billboards and print from 22 January 2007.  This will be supported by an on pack promotion enabling consumers to win the ultimate ‘Diet Coke’ break in March.

‘Diet Coke’ will also sponsor ITV2’s WAGs Boutique which is set to become one of ITV2’s biggest programming brands for 2007.  WAGs Boutique will pit ten footballers ‘wives and girlfriends’ against each other in the cut throat world of fashion. 

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