COCA-COLA PROMOTES DIET SPRITE ZERO
By Adnews Staff
Coca-Cola has changed the name of lemon-lime beverage Diet Sprite to Diet Sprite Zero. The name is intended to indicate that the drink contains "zero sugar, zero carbs and zero caffeine per serving." New packaging for the product went into distribution on Nov. 1. Now the company has begun an ad campaign to promote the change, consisting of out-of-home, radio and in-store ads. A 30-second radio ad called "List" is airing in English Canada. The creative consists of a recitation of various synonyms for "zero." A French version is running in Quebec. Mall posters and billboards are in use in Toronto and Montreal. The campaign broke on Nov. 15. New creative will be released after the holiday season. Advertising for Sprite is handled by Cossette.