Coca-Cola Zero - a new product launch without the downside

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience.
Agency: Vallance Carruthers Coleman Priest/Vizeum UKAuthors: Louise Cook, Zoe Hamilton, Michael Dick, Jason Briggs and Matthew Hook

'Coca-Cola' Zero – a new product launch without the downside

INTRODUCTION

Great Britain is an important market for The Coca-Cola Company* with British consumers drinking 2.4 billion pounds'1 worth of sparkling soft drinks (SSDs) every year. Nearly half of that amount is cola products (£1200 million) with over 60% of cola volume in 2005 coming from The Coca-Cola Company's two leading brands 'Coca-Cola' and 'diet Coke'.

In the years up to 2006, reflecting growing consumer demand...

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