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Thursday 11 September, 2014

‘Just Add Zero’ returns as Coke Zero announces double-digit 2014 growth

Coca-Cola Enterprises Ltd (CCE) is announcing the next stage of the brand’s ‘Just Add Zero’ campaign which has successfully driven double-digit brand growth and strong sales for independent retailers since its launch in January.

 Helping to increase the appeal of Coke Zero among its young adult target demographic, CCE is bringing back the distinctive ‘Just Add Zero’ packaging which performed strongly in convenience stores when it first hit shelves and has contributed to a sales increase of 19.2% in independent and symbol outlets so far this year[1].

The concept of the packaging design explores the idea that things get ‘bigger, better, faster and greater’ when you ‘Just Add Zero’, positioning the brand as exciting and dynamic.

The growth of Coke Zero continues to reflect consumer demand for lighter soft drink options, with the zero sugar, zero calorie brand appealing to those looking for the classic Coca-Cola taste with the benefit of a zero calorie-free formula. 

Caroline Cater, Operational Marketing Director for Coca-Cola Enterprises, said: “To date, 2014 has been hugely successful for Coke Zero, and our initial activation of the ‘Just Add Zero’ marketing campaign played a key role in driving increased sales, particularly in independent outlets.

“The return of ‘Just Add Zero’ presents another chance for retailers to offer shoppers choice and to push sales forward as we look to engage with the youthful demographic that the campaign is designed to appeal to. We’d recommend retailers stock up on the packs in September to capitalise on this sales opportunity.”



[1] Nielsen Total Coverage MAT w/e 5.7.14

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