“Drinkable ads” put fizz into Coke Zero’s marketing
Stephen WhitesideWarc
Since its launch ten years ago, Coke Zero has promised thirsty consumers the same great taste as classic Coca-Cola – with a significantly lower calorie count.
Generally, this "healthier" carbonated offering has prioritised two main audiences: men between the ages of 16 and 24-years-old as well as the entire 15–17-year-old cohort. Now, the beverage line is expanding its focus to include 25–45-year-olds, slightly skewed towards men, who are interested in cutting their calorie intake.
The problem? Most of these prospective buyers are not, as yet, familiar with the product....