Media Relations: Coke targets Z brand at savvy youngsters

Coca-Cola GB is readying a major youth-focused consumer campaign to launch its Z range of no-added-sugar drinks.

The firm is to ditch the 'diet' and 'light' variants of Fanta, Sprite, Lilt and Dr Pepper in April in favour of the Z umbrella - an attempt to emphasise quality and taste over the negative connotations of dieting.

The Z range features product reformulations and the campaign will promote taste improvements.

Coca-Cola GB PR manager Joan O'Connor said the range would have cross-gender appeal.

'Men are as interested as women in having choice, whether it's diet or regular,' she said, adding that the diet range had previously only been supported indirectly through PR activity for the regular brands.

Ed Staples, deputy managing director of The Red Consultancy, which will handle the campaign, said the broad appeal of Z would be reflected in the PR campaign. 'The common theme of the media target is the age of the audience rather than gender,' he said.

'It is about targeting media by interest and attitude. We'll be looking to identify as many touch-points as possible in a way that's credible to them,' he added.

PR activity will kick off in April with a core target of 17 to 24-year-olds. It will include promotions through broadcast, national and lifestyle press.

'Seventeen to 24-year-olds are a particularly savvy group and that is something that can be celebrated, whether it manifests itself through sport, fashion, film or music,' said Staples, adding that giveaways will tap into consumers' lifestyles and interests.

Red has previously worked on a project basis for Fanta.

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