Coca-Cola Zero Sugar gets Tiger Shroff for its new campaign to connect with youth

The integrated marketing campaign aims at sparking conversations around the drink, while highlighting that the taste of the beverage is so good that it’s hard to resist.

Coca-Cola India has released its new campaign for Coca-Cola Zero Sugar named ‘Best Taste Ever?’ by roping in Actor Tiger Shroff.

The video campaign features Shroff finding it difficult to believe the beverage containing zero sugar could possibly be tasty. Only for him to take a sip and being unable to put it down.

In line with the company’s ‘Beverages for Life’ strategy, the product innovation supports the company’s continued efforts to increase no-and low-calorie beverage options for people looking to lead a balanced lifestyle yet relish the taste of the beverage.

The brand's association with Tiger Shroff aims to aid the brand in establishing resonance with the youth and millennials in India. 

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As a fitness icon and like most youngsters, he would not want to compromise on experiencing great taste. The integrated marketing campaign aims at sparking conversations around the drink, while highlighting that the taste of the beverage is so good that it’s hard to resist. The campaign is live across television, digital, outdoor, social media and retail.

Commenting on the launch of the new campaign, Kaushik Prasad, Director, Marketing, Coca-Cola India said, “We are excited to offer Coca-Cola Zero Sugar, our best offering yet that is closest to the original taste of Coca-Cola with no calories. We want to offer choice so consumers can enjoy the great taste of Coca-Cola without the sugar. For many people, it’s surprising to hear that a zero sugar variant of Coke actually exists, that tastes like the real thing! Well, you will have to try it yourself to find out.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “When we told people, it’s zero sugar but has the same great original taste, the reaction we got was, “Really?”. So, we built the whole idea for Coke Zero on this great surprise. It was super fun to collaborate with Tiger to bring this fun idea to life. We will see way more things on this idea in the near future, so stay glued to the great taste, literally.”

Tiger Shroff said, “I am ecstatic to partner with Coca-Cola Zero Sugar. The beverage is a perfect amalgamation of fantastic taste without many calories, making it irresistible."

The launch of Coca-Cola Zero Sugar in India builds on its success and popularity globally including regions like North America, LATAM, UK, Turkey, ASEAN and more than 120 markets.