The feeding frenzy surrounding the diet soda market in the US shows no signs of calming as the Coca-Cola Company launches another brand into already teeming waters.

Coca-Cola Zero is expected to appear in stateside stores in June. The company is not forthcoming on which agency will run the marketing campaign, but the name of Miami shop Crispin, Porter & Bogusky can be heard in loud industry whispers.

The campaign will rollout across all media, including the offering of a sample six-pack on internet auction site eBay next month, with proceeds going to charity.

A Coke spokesman says the new brand will be aimed at young adults, and marginally more targeted at young men.

Says Dan Dillon, vp of Coca-Cola North America's diet portfolio: "Coca-Cola Zero is exactly what young adults told us they wanted - real Coca-Cola taste, zero calories and a new brand they can call their own."

The new brand is reportedly based on the original formula of Coke Classic, although it is artificially sweetened. The company insists it will not impact on its best-selling Diet Coke brand and dismisses any potential for confusion.

However, available choices already include Diet Coke sweetened with Splenda and Diet Coke flavored with lime.

Data sourced from; additional content by WARC staff