LONDON - The Coca-Cola Company is rolling out its biggest UK marketing campaign for 22 years for the new Zero brand.
The soft drinks titan is to spend around £8 million ($14.7m; €11.5m) to sell the no-sugar drink to health-aware young men who think Diet Coke is too feminine.
The fully-integrated campaign - "Great Coke taste. Zero sugar." - starts July 10 with television, outdoor, PR, product sampling, digital and press advertising.
The drink is important for Coke as it struggles to improve its share of the embattled carbonated drinks market which has been hit by the general trend towards healthier eating.