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 Zero Cherry
  • Coca-Cola Zero Vanilla
  • Coca-Cola Zero Lemon
  • Caffeine Free Coca-Cola Zero
Related products Diet Coke

Coca-Cola Zero, also called Coke Zero, is a low-calorie cola produced by The Coca-Cola Company.[1] It is 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]

On July 26, 2017, despite increasing sales, the Coca-Cola Company announced that Coke Zero would be discontinued.[5][6][7] Many fans reacted with outrage.[7][8][9] Coke Zero will be replaced by Coca-Cola Zero Sugar (also known as Coca-Cola No Sugar in some countries), a similar soda with a formula intended to taste more like standard Coca-Cola.[10] Coca-Cola Zero Sugar was introduced in the United Kingdom in April 2016, with plans to roll it out in other countries in the following months.[11][12][13]

There are no plans at this time to change the recipes for Cherry Coke Zero™, Vanilla Coke Zero™ and Caffeine Free Coke Zero™.[14]

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 Coca-Cola Zero sold in various countries are based on the same flavoring formula, and all are carbonated. One liter of Coca-Cola Zero contains 96 mg caffeine.[15] Additionally, artificial sweeteners are used. In the U.S., this includes aspartame and acesulfame potassium.[16] 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.[17] 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.[17]

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 February 7, 2007 at New York City's Fashion Week.[18] Coca-Cola introduced a vanilla-flavored version, Coca-Cola Vanilla Zero, concurrently with the relaunch of the original Coca-Cola Vanilla in May 2007.[19] Coca-Cola Zero Vanilla is available in Australia, New Zealand, and the USA.

In February 2010, Caffeine Free Coca-Cola Zero was released in France.[20] In Japan, Coca-Cola Zero Free was launched in April 2010.[21] In the Netherlands, Belgium and Luxembourg "Coca-Cola Zero Caffeine Free" has been sold since the start of 2011. In the USA, the product has been sold since July 2013.

Since 2017, a lemon version is sold in Italy, Luxembourg, Belgium and the Netherlands.

Marketing

Coca-Cola Zero was Coca-Cola's largest product launch in 22 years. The global campaign was done by creative agency Crispin Porter + Bogusky.[22] It is primarily marketed towards young adult males[23][24] and has been nicknamed "Bloke Coke" in the UK.[22] 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.[24] 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".[24] 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 two Coca-Cola "brand managers" accusing Polamalu of "stealing" their commercial.[25][26]

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.[27][28] Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement[29] to comment on the ethics of Coke's activities.[30]

Coca-Cola Zero sponsors Bundesliga club Borussia Dortmund, the NASCAR Sprint Cup Series Coke Zero 400 at Daytona International Speedway in July, and also the Suzuka 8 Hours in Japan, a motorcycle endurance race.[31]

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.[32] 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.[33] These knitted items of clothing have a significant role in United Kingdom Christmas traditions.[34] 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.[35]

On the website, people could detail the cut, pattern, and icons for their sweater.[36] and join a popularity contest.[37] Users could choose from Christmas trees and Santa’s head, to reindeers, sleighs, and turkeys.[38] This initiative was tied to a social media campaign[39] where the top 100 sweater designs with the most votes were manufactured and shipped to the contest winners.[40]

The campaign was a partnership between Coca Cola and an independent advertising network, Droga5 New York.[41]

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

Distribution

Coke Zero is sold in:

References

  1. ↑ "Coke Zero : Ingredients : Nutrition : GDA - Coca-Cola GB". Coca-cola.co.uk. April 13, 2010. Retrieved January 24, 2014.
  2. ↑ "Should Men’s Products Fear a Woman’s Touch?". HBS. November 13, 2013.
  3. ↑ Coke Zero unveils new ‘taste experiment’ ad - The Drum, April 5, 2013
  4. ↑ FAQ: What's the difference between Diet Coke and Coke Zero? - Coca-Cola, retrieved April 6, 2013
  5. ↑ "Coca-Cola® Zero Sugar Launches in U.S. with New and Improved Real Coca-Cola Taste". July 26, 2017. Retrieved 2017-08-08.
  6. ↑ http://money.cnn.com/2017/07/26/news/companies/coke-zero/index.html
  7. 1 2 http://www.gq.com/story/rip-coke-zero
  8. ↑ https://www.washingtonpost.com/news/food/wp/2017/07/27/rip-coke-zero-the-five-stages-of-grief/
  9. ↑ http://www.foxnews.com/food-drink/2017/07/27/coca-cola-drinkers-upset-over-coke-zero-rebranding.html
  10. ↑ "Coke No Sugar: Closer than ever to the classic Coca-Cola taste". The Coca-Cola Company. Retrieved 2017-06-17.
  11. ↑ - Guardian, retrieved April 19, 2016
  12. ↑ - Coca Cola Company, retrieved June 15, 2017
  13. ↑ http://money.cnn.com/2017/07/26/news/companies/coke-zero/index.html
  14. ↑ "What's the Difference Between Coke Zero and Coca-Cola Zero Sugar?". August 4, 2017. Retrieved 2017-08-08.
  15. ↑ "How much caffeine is in Diet Coke, Coca‑Cola and Coke Zero? : FAQ - Coca-Cola GB". Coca-cola.co.uk. April 13, 2010. Retrieved January 24, 2014.
  16. ↑ "Diet Coke vs. Coca-Cola Zero: What's The Difference?". The Huffington Post. AOL. November 1, 2012. Retrieved December 28, 2013.
  17. 1 2 Venezuela analysis, June 12, 2009, Venezuela Orders End to Coca-Cola Zero Production
  18. ↑ "Cherry Coke Gets Fresh Jay-Z graciel Remix", Kenneth Hein, BrandWeek, January 29, 2007
  19. ↑ Vanilla Coke is Back!, Business Wire, May 25, 2007
  20. ↑ Le Coca-Cola Zéro sans caféine arrive dans vos verres, CocaColaWeb.fr, February 15, 2010
  21. ↑ Coca-Cola | News: Details Archived April 22, 2010, at the Wayback Machine., CocaCola.Co.jp, April 26, 2010
  22. 1 2 Hickman, Martin (July 4, 2006). "Introducing 'Bloke Coke' - is this now the real thing?". London: The Independent. Retrieved June 12, 2009.
  23. ↑ Tungate, Mark (2008). Branded Male: Marketing to Men. London and Philadelphia: Kogan Page Limited. pp. Chapter 3. ISBN 978-0-7494-5011-3.
  24. 1 2 3 Elliott, Stuart; March 5, 2007; "Can’t Tell Your Cokes Apart? Sue Someone"; The New York Times; retrieved March 6, 2007.
  25. ↑ Hinds, Julie (February 2, 2009). "Super Bowl ads deliver big laughs". Detroit Free Press. Retrieved March 20, 2015.
  26. ↑ "Coke to reprise ‘Mean Joe’ commercial for Super Bowl". Atlanta Business Chronicle. Retrieved March 20, 2015.
  27. ↑ "Tantillo’s Branding Bite: Pepsi Goes Online (Exclusively)" Marketing Doctor Blog. March 20, 2008.
  28. ↑ "Coke Gets A Zero For Effort" Marketing Doctor Blog. January 25, 2006.
  29. ↑ "The Zero Movement". Tim Longhurst. Retrieved July 24, 2006.
  30. ↑ "The Zero Coke Movement". Archived from the original on July 18, 2006. Retrieved July 24, 2006.
  31. ↑ "Partner".
  32. ↑ "Coca-Cola Gets Personal in Europe with "Share a Coke" Campaign". Brandchannel.com. May 15, 2013. Retrieved January 24, 2014.
  33. ↑ 7 Great Holiday Marketing Campaigns of 2013 Matthew Bushery. The Hubspot. December 2013. Retrieved April 9, 2014
  34. ↑ Coke Zero dares fans to design the ugliest Christmas sweater Kevin Allen. PR Daily. November 2013. Retrieved April 9, 2014
  35. ↑ How to Plan an Epic Christmas Marketing Campaign Zach Kitschke. The Huffington Post. December 2013. Retrieved April 9, 2014
  36. ↑ Coke Zero’s Digital Sweater Generator Calls on Your Inner Knitter AdWeek. November 2013.
  37. ↑ Coca-Cola helps fans create customer tacky Christmas Sweaters for the holidays. Ross Brooks. PSFK. November 2013. Retrieved April 9, 2014
  38. ↑ Create the seasonal horror of your dreams with Coke Zero’s Holiday Sweater Generator Rae Ann Fera. FastCoCreate.com Retrieved April 9, 2014
  39. ↑ Coca-Cola Lets You Create Your Own Ugly Christmas Sweater Anthea Quay. DesignTaxi. November 2013. Retrieved April 9, 2014
  40. ↑ Coke Zero invites users to create their own tacky Christmas sweater Ben Bold. Marketing Magazine UK. November 2013. Retrieved April 9, 2014
  41. ↑ Learn From These 3 top Online Holiday Campaigns Local Surge Media. January 2014. Retrieved April 9, 2014
  42. ↑ ‘Tis the Season for Tacky Traditions: Coke Zero Launches Online Sweater Generator Jay Moye. The Coca-Cola Company Press Center. November 2013. Retrieved April 9, 2014
  43. ↑ "Coca-Cola Amatil records sweet result". The Sydney Morning Herald. May 3, 2006. Retrieved February 8, 2007.
  44. ↑ "Companhia lança Coca-Cola Zero no Brasil". Archived from the original on September 28, 2007. Retrieved January 16, 2007.
  45. ↑ "Entertainment :: Coke Zero launched in Jamaica :: June 16, 2009". The Jamaica Star. June 16, 2009. Retrieved October 22, 2012.
  46. ↑ "Handelsbladet Fk – Kraftig satsing på sukkerfri brus". Archived from the original on October 20, 2007. Retrieved October 13, 2006.
  47. ↑ "LaRepublica.pe". LaRepublica.pe.
  48. ↑ "Coca-Cola Zero chega segunda-feira". Retrieved May 17, 2005.
  49. ↑ "Coca-Cola España prepara el lanzamiento de Coca-Cola Zero". Marketing News. Retrieved February 17, 2010.
  50. ↑ "About Coca-cola". 10keythings.
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