Marketing - Wednesday, February 23, 2011 9:46 - 0 Comments

New Coke Zero campaign fizzes up Cola brand battle

A host of new adverts for Coca-Cola Zero will hit TV screens this week as the firm looks to step up its competition with rival brand Pepsi Max.

The TV campaign titled ’The Date’ features a young man in danger of being late for his rendezvous with an attractive female having lost track of time whilst playing football.

However, one sip of Coke Zero enables the strapping young hero to shower and change via a SWAT van before making a punctual entrance by helicopter just in time to beat off the advances of a rival suitor.

Marketing News website Brand Republic has confirmed that the advertisements will feature in cinemas whilst outdoor activity is also planned.

Despite Coca-Cola having a 63.3% share of the cola market, Coke Zero is currently a long way behind Pepsi Max in terms of popularity with the UK public. 

Pepsi Max managed to sell three times better than Coke Zero in 2010.  

The marketing team at Coca-Cola will be hoping to plug that gap by aiming their new campaign at 20 to 40 year old males and screening many ads during ITV’s Champions League football coverage. 

Marketing Director Cathryn Sleight told marketing website Umarketing.com: “This campaign has been designed to create a fresh dialogue with Coke Zero drinkers both new and old.

“The tongue in cheek humour woven into this campaign reinforces the message that the impossible – such as great ‘Coke’ taste, zero sugar – can happen.”