Campanie
General Information:
Strategic approach:
| Strategic approach: |
The non-sugar category is becoming more and more of a priority for sparkling beverages across Europe, even though its potential & level of growth differs a lot from market to market. There is a high level of disparity between Western and Eastern consumption of non-sugar sparkling beverages, with countries like The Netherlands or Belgium having a high zero index (more than 40%), while markets like Romania still having a lot of room to grow. The difference can be partly explained by a mix of factors - a negative perception of sugar-free products (especially with regards to artificial sweeteners), lower interest in sugar intake monitoring & lack of sugar tax laws. In this context, Coca-Cola Zero Sugar needs to keep on paving the way for non-sugar carbonated drinks & have a continuous plan of recruiting the new generation of consumers. The traditional approach of communication is not enough to build new consumption rituals and really strike a chord with our Gen Z audience, thus becoming mandatory to become more and more innovative in terms of messaging, creative ideas & use of platforms. What better way to talk to GenZ than while gaming? With 68% of GenZ gaming monthly vs. 50% the whole population, there’s no better way to talk to our target than through one of their favorite activities. |
Execution:
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