Coca Cola Zero: A new product launch without the downside

After Sainsbury's began to grow again in 2005, 'Try something new today' was released into the business as an infectious brand idea in the supermarket category. Through this campaign, the internet was used for community not just commerce to share Sainsbury's food ideas and to explain how Sainsbury's had changed, and to enhance the effectiveness of existing channels like direct mail. 'Try something new today' worked by creating a confident, generous brand. Following the campaign, Sainsbury's like-for-like growth increased from 2.1% to 5.3% and weekly transactions grew from 14 million to 16 million and has generated over £200m incremental revenue in the first six months alone