The Coca-Cola Company today announced the launch of its new global, disruptive, trial-driving initiative for Coca-Cola Zero Sugar. Building on the success of the brand’s 2021 reformulation, refreshing its ‘Best Coke Ever?’ platform for 2023 with a new call to action to ‘Take A Taste’. Rolling-out globally across February and March, this digitally led initiative is designed to accelerate growth for both Coca-Cola Zero Sugar and its caffeine-free counterpart Coca-Cola Zero Sugar Zero Caffeine, which launched in June 2022 by driving trial and increasing desire, particularly among those who refuse to compromise on taste in choosing zero sugar. “Spotlighting the excellent taste credentials of Coca-Cola Zero Sugar, the refreshed ‘Best Coke Ever?’ platform for 2023 centres on the premise that Coca-Cola Zero Sugar tastes so good, people will need to protect theirs from would-be takers: with tongue-in-cheek digital and social-first executions to drive engagement and shared connections,” explained Oana Vlad, Senior Director of Global Strategy for The Coca-Cola Company. Vlad continues, “We’ve all experienced the scenario: we open the fridge, in anticipation of enjoying our favourite drink, only to realise that someone else has beaten us to it and has taken that irresistibly tasty Coca-Cola Zero Sugar for themselves. Our evolved ‘Best Coke Ever?’ platform for 2023 explores this predicament across digital and social content – working with global content creators and influencers; out-of-home assets; and through innovative sampling and creative experiences all built around the campaign hashtag #TakeATaste.” The initiative was created in partnership with WPP OpenX (led by AKQA & Ogilvy), with the distinctive visual identity and design elements developed by British illustrator Jack Teagle.