ATLANTA: The Coca-Cola Company appears to have a fizzing hit on its hands, despite consumers' conspicuous desertion of sodas in favor of juice and designer water.

Its Coke Zero beverage, a no-calorie version of the ubiquitous soft drink, has been dubbed the "most successful launch...of any brand in 20 years," by company chairman/ceo Neville Isdell.

Since Coke Zero appeared in June 2005, as an alternative to sibling Diet Coke, it has sold more than 100 million unit cases - an industry standard of measurement comprising 24 eight-ounce bottles.

Although its sales are a drop in the soda fountain compared with those of its stablemates, Coke Zero's success could be the long-awaited signal that the company's marketers and brand developers have raised their game after several years of product flops and consumer disaffection.

Analysts await with interest Coke's first quarter results.

Data sourced from Wall Street Journal Online; additional content by WARC staff