Yesterday, Coca-Cola 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. This is a good move, given the global diabetic epidemic that is driving more consumers to be more cautious about their sugar consumption. Statistics provided by the World Health Organisation showed that people with diabetes has risen from 108 million in 1980 to 422 million in 2014. The global prevalence of diabetes among adults over 18 years of age has risen from 4.7% in 1980 to 8.5% in 2014.
It is encouraging to know that a global F&B giant like Coca-Cola is working towards addressing this issue. I never thought I would ever see a red Coca-Cola can endorsed with a Healthier Choice symbol from the Singapore Health Promotion Board, but it is now a reality on both the new Coca-Cola Zero Sugar and Coca-Cola Light cans.
@cocacola has now rebranded under a one brand vision. Classic Coke, Coke Light and Coke Zero will now all be unified as one brand with the same packaging. Never thought I would ever see the day when a red can Coke gets a @hpbsg healthier choice logo, but it’s now a reality on the new zero sugar and light versions of Coke which are both sugar free. #cocacolasg #cocacolaonebrand #cocacola
I always had the mistaken perception that Coca-Cola Light has some sugar content, but less than Classic. In fact, it always had no sugar. I guess one of the benefits of this global one brand strategy is to clear up these confusions regarding each of the Coca-Cola variants which used to be marketed differently.
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.
“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.” Shared Ahmed Yehia, Country Manager of Coca-Cola Singapore, Malaysia and Brunei.
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 colours people know so well – black for Zero and silver for Light. The new packs will also emphasise 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.
“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.” Shared Tish Condeno, Marketing Director of Coca-Cola Singapore, Malaysia and Brunei.
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.
Yesterday’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 beverage 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, glacéau vitaminwater, glacéau 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.