Coca-Cola Korea Targets Summer Sales Boost with Expansion of Zero-Sugar Portfolio
Coca-Cola Korea is intensifying its focus on the zero-sugar segment with the recent launch of ‘Sprite Zero Sugar Lime’ and expanded efforts to engage younger consumers through lifestyle marketing initiatives. The move signals the beverage giant’s strategic push to capture greater market share in the health-conscious carbonated beverage category as the summer season heats up.
The new Sprite Zero Sugar Lime builds on the popularity of the original Sprite flavor while addressing growing demand for low- and no-sugar options among Korean consumers. The lime variant seeks to appeal to Gen Z and millennial audiences who value both refreshment and healthier choices. Coca-Cola’s marketing campaign centered around the launch includes street pop-up events in Seoul’s Hongdae and Gangnam districts, designed to create buzz and facilitate direct consumer interaction.
This latest addition brings Coca-Cola Korea’s zero-sugar lineup to 10 SKUs, including Coca-Cola Zero in Classic, Cherry, and Vanilla, Sprite Zero, and Fanta Zero Grape. The brand reported that sales of Coca-Cola Zero climbed 39% year-on-year in 2023, outpacing 14% growth recorded by the classic Coca-Cola variant. The strong double-digit growth highlights the evolving preferences of Korean consumers and underscores the brand’s strategy to make zero-sugar variants a core component of its ongoing portfolio diversification.
In addition to product launches, Coca-Cola is leveraging partnerships with K-pop artists such as IVE and Stray Kids, and holding experience-driven marketing campaigns to drive deeper engagement. Earlier this year, the company unveiled a Coca-Cola Zero Lime variant alongside a series of interactive installations themed around “The Fest of Feeling the Real Magic – No Sugar,” boosting shareability on social channels and reinforcing brand relevance with trend-conscious consumers.
The company’s summer campaign aims to create on-the-ground excitement and reinforce brand positioning amidst intensifying competition in Korea’s carbonated soft drink sector. By anchoring its strategy in no-sugar innovation and experiential marketing, Coca-Cola Korea is aligning with both global health trends and local consumer behaviors, setting a high benchmark for FMCG players vying for attention in the beverage category.