ZERO

Topics: The Coca-Cola Company, Coca-Cola, Diet Coke Pages: 2 (468 words) Published: April 29, 2014
to consumers concerned with nutrition, Coke introduced
Diet Coke Plus in 2007, a sweeter version of Diet Coke
fortified with vitamins and minerals. But what they really
needed was a way to reach young male consumers, and
Diet Coke Plus, marketed with the tagline “Your Best Friend Just Got Friendlier!” wasn’t going to do it.
A few new products appealed to certain male demographics,
such as Coca-Cola Blak, a cola with coffee essence
created for older, more sophisticated consumers who are
willing to pay more, and Full Throttle Blue Demon, an energy drink with an agave azule flavor (think margaritas)
designed to appeal to Hispanic men. However, research
showed that there was still a big demographic hole to fill
as young men between the ages of 18 and 34 were abandoning
the Coca-Cola brand altogether. They didn’t want
all the calories of regular Coke, but neither were they willing to make the move to Diet Coke, which has traditionally
been marketed to women who want to lose weight.
Katie Bayne, chief marketing officer for Coca-Cola
North America, says that the men who weren’t put off by
the “feminine stigma” of Diet Coke often rejected it anyway because of its aspartame-sweetened aftertaste. “What we
were seeing before Zero launched was that more and more
younger people were interested in no-calorie beverages
but weren’t going to sacrifice taste,” Bayne said. “So when they got interested in no-calorie, they were like, ‘Forget it, I’m not going to Diet Coke.’” Testing showed that the name “Coke Zero” would be an effective way to sell a low-calorie cola to men without using the word “diet.” And advances

in artificial sweeteners made it possible for Coke to finally create a product that tasted more like the real thing. So
expectations were high when Coke Zero was introduced
in 2005 with a big marketing push, including a commercial
that remade the famous 1971 “Hilltop/I’d Like to Teach
the World to Sing” ad—this
time with rapper G. Love on a...
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