Coca-Cola Zero Sugar renews ‘First Taste’ campaign

Coca-Cola European Partners (CCEP) has brought back a renewed version of its advert for Coca-Cola Zero Sugar, ‘First Taste’, encouraging consumers to try the drink for the first time.

The new TV commercial introduces Mr Hadley, a resident of a retirement home, who is offered a bottle of Coca-Cola Zero Sugar by one of the staff. As he tastes the drink for the first time, he wonders what else he hasn’t tried. What follows is a series of fulfilled life dreams: telling his long-lost love Alice he’s always loved her, getting a tattoo, diving into an Olympic size pool, riding down the highway on a motorcycle, enjoying the party at a Pride Parade, then finally crowd-surfing his way through a festival crowd.

The advert was launched on 15 January across TV, online and cinema, and the campaign will be supported with out-of-home, digital and PR activity to help retailers increase their sales of the zero-calorie variant.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “Coca-Cola Zero Sugar is one of the fastest growing brands in our portfolio. This year, to continue our focus on encouraging people to try a Coca-Cola Zero Sugar, which has the same great Coke taste with no calories, we have redeveloped a fantastic, heart-warming advert. The campaign brings to life the concept of those “bucket list” moments that universally resonate with people. We want to build on the success of the brand to date reminding people of what makes it so special.”