Coca-Cola goes 'back to basics' with latest campaign

LONDON - Coca-Cola has gone "back to basics" with its latest ad campaign targeting mums, illustrating how the range of serving sizes in its Coke "trilogy", regular, diet and Zero, offer a drink for every occasion.

The TV ad which breaks today (8 April) focuses on the products rather than an umbrella brand message, such as "Open Happiness". It primarily targets mums and aims to highlight the brand's variants and different pack sizes.

The 30-second spot, created by Santo and McCann Erickson, will air during the day and during targeted evening programmes including 'Location, Location, Location' and 'Grand Designs.'

It uses a similar approach to the Coca-Cola spot unveiled last weekend. In the ad, created in partnership with ITV1, the soft drinks giant aligns itself with meal times and entertainment, using the strapline 'Saturday night tastes better with Coca-Cola and ITV1'. The ad showcases the three variants in its cola range.

Cathryn Sleight, marketing director at Coca-Cola Great Britain, said: "This creative provides the perfect way to remind consumers of the great taste and refreshment that our My Coke portfolio offers while demonstrating our commitment to providing consumers with a choice of regular and zero sugar beverages available in a variety of pack sizes. 

"The ad highlights that there is a drink for every occasion and provides mums with the information they need to make an informed choice, whatever their lifestyle."

In 2009 sales of Diet Coke grew to £421m, a 5.2% year-on-year increase and regular Coca-Cola sales rose by 4.9% to £542.3m. Coke Zero however had flat sales of £56.3m compared with the previous year.

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