Early August this year, the newly launched product from Coca-Cola company, Coca-Cola zero sugar started streaming their way into the stores of millions of stores across the globe. Just like its predecessor, the ingredients were the same as those of Coke Zero, but for this product, the company wanted to leave no doubt by extremely pointing out that there was no sugar in the new product (Sundborn, Thornley & Jackson, 2013).
Marketing Campaign Strategy
Coca-Cola Zero Sugar did not follow the obvious marketing campaign trails of overhyped launch and use of gimmicks like celebs previously incorporated by the company (Liu, Lopez & Zhu, 2014). Instead, the campaign aimed to use a strategy that would pique the interest of new customers searching for no-calorie or fewer sugary drinks as well as reassuring Coke-Zero loyalists of the value of the product. The company thus launched an interactive sampling tour targeting thirsty fans at music festivals, sporting events and many other interactive forums across the globe. Coke Zero Sugar Kiosks choreographed with tactile, visual and auditory experiences in the games would heighten the senses of sound, sight, touch, and smell of the quests, then remove them one after the other after they taste the new product. The campaigns worked with the slogan that “tasting is believing” (Moye, 2017).
Why the Coke Company Thought the Campaign Was a Success
The campaign for Coke Zero Sugar was a success regarding the turnout of the people who came forward for the interactive campaigns. After tasting the drink, people would like it right away without complaining, hence implying that the interactive campaign was in no vain. Additionally, several media outlets featured the success of the campaigns in various articles, suggesting that the product had caught the attention of the public and was steering to the right direction.
How Coke Company Measured the Success of The Campaign
According to YouGov BrandIndex data, the market search for Coke’s new product launch campaign showed it was a success. The awareness score which analyzes whether people had seen a particular ad in two weeks’ time showed a significant increase in Coke Zero sugar from 6% to 17 % in seven days. On the analysis on whether people would purchase the product, the percentage rose from 11-16% in the same duration. Keeping in mind that Coke Zero sugar was a rebrand of Coke Zero and none of the ingredients were altered, the sales went up by a quarter immediately the campaign was launched, indicating that it was a success and that consumers responded positively to the campaign and the product (Coca Cola, 2016).
The Most Compelling Aspect of Coke Zero Sugar Campaign
One irresistible aspect of the campaign was how it was able to persuade both new and loyalties of the product to purchase it in plenty. Coke Zero and Coke Zero Sugar are the same product, but the fact is that people still went ahead to buy more of the latter. The company kept emphasizing that the two products were the same, but adding the term “sugar” on the new product seemed to make all the difference. It can, therefore, be asserted that had the company not come up with a more convincing message and campaign that the product was sugar-free, then it would have realized that there existed a vast market gap that needed to be filled up.