Coca-Cola Zero

Coca-Cola Zero
Type Diet Cola
Manufacturer The Coca-Cola Company
Country of origin United States
Introduced 2005
Color Caramel E-150d
Flavor Cola
Variants Coca-Cola Cherry Zero
Coca-Cola Vanilla Zero
Caffeine Free Coca-Cola Zero
Related products Pepsi Max
Website http://www.cokezero.com/

Coca-Cola Zero, or Coke Zero, is a product of The Coca-Cola Company. It is a low-calorie (0.3 kcal per 100ml)[1] variation of Coca-Cola specifically marketed to men, who were shown to associate diet drinks with women.[2] It is marketed as having a taste that is indistinguishable from standard Coca-Cola, as opposed to Diet Coke which has a different flavor profile.[3][4]

In the United Kingdom, Coca-Cola Zero is being renamed to "Coca-Cola Zero Sugar" and is being reformulated to taste more like standard Coca-Cola.[5][6]

The Coca-Cola Zero logo has generally featured the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir (or a customized version of it). Some details have varied from country to country.

Ingredients

All versions of Coke Zero sold in various countries are based on the same flavoring formula, and all are carbonated. One liter of Coke Zero contains 96 mg caffeine.[7] Additionally, artificial sweeteners are used. In the U.S., this includes aspartame and acesulfame potassium.[8] However, the exact combination of sweeteners and preservatives used varies from market to market.

Sweeteners and health concerns

Sodium cyclamate, a relatively inexpensive artificial sweetener banned by the U.S. Food and Drug Administration (FDA) since 1969 and once believed to be a carcinogen, has been used in the Coca-Cola Zero versions produced in Germany, Italy, Spain, Portugal, Venezuela, Chile, and some Central American countries. It was used for a time in Mexico, before a consumer campaign led to its removal from the drink in 2008.[9] In June 2009 Venezuela ordered Coca-Cola to withdraw its Coca-Cola Zero product, as it contained more than the legal levels of sodium cyclamate.[9]

Variants

Coca-Cola Cherry Zero is a flavored variation of Coca-Cola Zero. In late January 2007, it was introduced to store shelves and was widely available throughout the United States before its official debut, which occurred on 7 February 2007 at New York City's Fashion Week.[10] Coca-Cola introduced a vanilla-flavored version, Coca-Cola Vanilla Zero, concurrently with the relaunch of the original Coca-Cola Vanilla in May 2007.[11] Coke Vanilla Zero is available in the U.S., Australia and Sweden.

In February 2010, Coca-Cola Zéro sans caféine (Caffeine Free Coca-Cola Zero) was released in France.[12] In Japan, Coca-Cola Zero Free was launched in April 2010.[13] In the Netherlands, "Coca-Cola Zero Caffeine Free" has been sold since the start of 2011. In the USA, the product has been sold since July 2013.

Coca Cola Zero 02

Marketing

Coke Zero was Coca-Cola's largest product launch in 22 years. The global campaign was done by creative agency Crispin Porter + Bogusky. [14] It is primarily marketed towards young adult males[15][16] and has been nicknamed "Bloke Coke" in the UK.[14] In the U.S., advertising has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women.[16] U.S. marketing has also emphasized its similarity in taste to sugared Coca-Cola through a 2007 U.S. viral marketing campaign that suggested the company's executives were so angry over the drinks' similarities, they were considering suing their coworkers for "taste infringement".[16] Continuing the theme, a Coca-Cola Zero ad at Super Bowl XLIII starring Troy Polamalu parodied Coke's iconic "Hey Kid, Catch!" commercial, which is interrupted by a Coca-Cola "brand manager" accusing Polamalu of "stealing" their commercial.[17][18]

In Australia, the product's launch was promoted by a fake front group; the campaign included outdoor graffiti and online spamming that mentioned a fake blog.[19][20] Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement[21] to comment on the ethics of Coke's activities.[22]

Coca-Cola Zero sponsors Bundesliga club Borussia Dortmund, the NASCAR Sprint Cup Series Firecracker 400 at Daytona International Speedway in July, and also the Suzuka 8 Hours in Japan, a motorcycle endurance race.[23]

In 2013, Coca-Cola swapped the logo on Coca-Cola, Diet Coke and Coke Zero bottles and cans in many European countries with 150 of local most popular names for a summer-long "Share a Coke" campaign.[24] The same campaign was used in North America the following summer.

In 2014, Coca-Cola relaunched Coke Zero with a "Just Add Zero" campaign in the UK and Ireland.

Christmas 2013 Campaign

For Christmas, 2013, Coke Zero launched an interactive website that allowed people to customize the designs of their Christmas sweater.[25] These knitted items of clothing have a significant role in United Kingdom Christmas traditions.[26] The concept behind the campaign was to subtly remind people that ads don’t have to focus on the products to convey the warm, inviting essence of the holidays.[27]

On the website, people could detail the cut, pattern, and icons for their sweater.[28] and join a popularity contest.[29] Users could choose from Christmas trees and Santa’s head, to reindeers, sleighs, and turkeys.[30] This initiative was tied to a social media campaign [31] where the top 100 sweater designs with the most votes were manufactured and shipped to the contest winners.[32]

The campaign was a partnership between Coca Cola and an independent advertising network, Droga5 New York.[33]

According to the Coca-Cola Company, the website generated nearly 42,000 sweater designs in its first four days.[34]

Distribution

Coke Zero is sold in:

References

  1. ↑ "Coke Zero : Ingredients : Nutrition : GDA - Coca-Cola GB". Coca-cola.co.uk. 2010-04-13. Retrieved 2014-01-24.
  2. ↑ "Should Men’s Products Fear a Woman’s Touch?". HBS. 2013-11-13.
  3. ↑ Coke Zero unveils new ‘taste experiment’ ad - The Drum, 5 April 2013
  4. ↑ FAQ: What's the difference between Diet Coke and Coke Zero? - Coca-Cola, retrieved 6 April 2013
  5. ↑ - Guardian, retrieved 19 April 2016
  6. ↑ - Coca Cola, retrieved 19 April 2016
  7. ↑ "How much caffeine is in Diet Coke, Coca‑Cola and Coke Zero? : FAQ - Coca-Cola GB". Coca-cola.co.uk. 2010-04-13. Retrieved 2014-01-24.
  8. ↑ "Diet Coke vs. Coca-Cola Zero: What's The Difference?". The Huffington Post (AOL). November 1, 2012. Retrieved 28 December 2013.
  9. 1 2 Venezuela analysis, 12 June 2009, Venezuela Orders End to Coca-Cola Zero Production
  10. ↑ "Cherry Coke Gets Fresh Jay-Z graciel Remix", Kenneth Hein, BrandWeek, 29 January 2007
  11. ↑ Vanilla Coke is Back!, Business Wire, 25 May 2007
  12. ↑ Le Coca-Cola Zéro sans caféine arrive dans vos verres, CocaColaWeb.fr, 15 February 2010
  13. ↑ Coca-Cola | News: Details, CocaCola.Co.jp, 26 April 2010
  14. 1 2 Hickman, Martin (2006-07-04). "Introducing 'Bloke Coke' - is this now the real thing?". London: The Independent. Retrieved 2009-06-12.
  15. ↑ Tungate, Mark (2008). Branded Male: Marketing to Men. London and Philadelphia: Kogan Page Limited. pp. Chapter 3. ISBN 978-0-7494-5011-3.
  16. 1 2 3 Elliott, Stuart; 5 March 2007; "Can’t Tell Your Cokes Apart? Sue Someone"; The New York Times; retrieved 6 March 2007.
  17. ↑ Hinds, Julie (February 2, 2009). "Super Bowl ads deliver big laughs". Detroit Free Press. Retrieved March 20, 2015.
  18. ↑ "Coke to reprise ‘Mean Joe’ commercial for Super Bowl". Atlanta Business Chronicle. Retrieved March 20, 2015.
  19. ↑ "Tantillo’s Branding Bite: Pepsi Goes Online (Exclusively)" Marketing Doctor Blog. March 20, 2008.
  20. ↑ "Coke Gets A Zero For Effort" Marketing Doctor Blog. January 25, 2006.
  21. ↑ "The Zero Movement". Tim Longhurst. Retrieved 2006-07-24.
  22. ↑ "The Zero Coke Movement". Archived from the original on July 18, 2006. Retrieved 2006-07-24.
  23. ↑ "Partner".
  24. ↑ "Coca-Cola Gets Personal in Europe with "Share a Coke" Campaign". Brandchannel.com. 2013-05-15. Retrieved 2014-01-24.
  25. ↑ 7 Great Holiday Marketing Campaigns of 2013 Matthew Bushery. The Hubspot. December 2013. Retrieved 9 April 2014
  26. ↑ Coke Zero dares fans to design the ugliest Christmas sweater Kevin Allen. PR Daily. November 2013. Retrieved 9 April 2014
  27. ↑ How to Plan an Epic Christmas Marketing Campaign Zach Kitschke. The Huffington Post. December 2013. Retrieved 9 April 2014
  28. ↑ Coke Zero’s Digital Sweater Generator Calls on Your Inner Knitter AdWeek. November 2013.
  29. ↑ Coca-Cola helps fans create customer tacky Christmas Sweaters for the holidays. Ross Brooks. PSFK. November 2013. Retrieved 9 April 2014
  30. ↑ Create the seasonal horror of your dreams with Coke Zero’s Holiday Sweater Generator Rae Ann Fera. FastCoCreate.com Retrieved 9 April 2014
  31. ↑ Coca-Cola Lets You Create Your Own Ugly Christmas Sweater Anthea Quay. DesignTaxi. November 2013. Retrieved 9 April 2014
  32. ↑ Coke Zero invites users to create their own tacky Christmas sweater Ben Bold. Marketing Magazine UK. November 2013. Retrieved 9 April 2014
  33. ↑ Learn From These 3 top Online Holiday Campaigns Local Surge Media. January 2014. Retrieved 9 April 2014
  34. ↑ ‘Tis the Season for Tacky Traditions: Coke Zero Launches Online Sweater Generator Jay Moye. The Coca-Cola Company Press Center. November 2013. Retrieved 9 April 2014
  35. ↑ "Coca-Cola Amatil records sweet result". The Sydney Morning Herald. 3 May 2006. Retrieved 2007-02-08.
  36. ↑ "Companhia lança Coca-Cola Zero no Brasil". Retrieved 2007-01-16.
  37. ↑ "Entertainment :: Coke Zero launched in Jamaica :: June 16, 2009". The Jamaica Star. 2009-06-16. Retrieved 2012-10-22.
  38. ↑ "Handelsbladet Fk – Kraftig satsing på sukkerfri brus". Retrieved 2006-10-13.
  39. ↑ Diario La República - Online - Gonzalo Cerda: "Puede haber competencia en marcas de una misma empresa"
  40. ↑ "Coca-Cola Zero chega segunda-feira". Retrieved 2005-05-17.
  41. ↑ "Coca-Cola España prepara el lanzamiento de Coca-Cola Zero". Marketing News. Retrieved 2010-02-17.
  42. ↑ "Coke Zero's UK Debut Targets "Real Men"". Beverage World. Archived from the original on May 6, 2007. Retrieved 2006-07-24.

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