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In 2009, Coca-Cola collaborated with [[Twentieth Century Fox]] to launch a worldwide marketing campaign to promote the film ''[[Avatar (2009 film)|Avatar]]''. The highlight of the campaign was the website AVTR.com. Specially-marked bottles and cans of Coke Zero, when held in front of a webcam, enabled users to interact with the website's 3D features using augmented reality (AR) technology.<ref>[http://www.progressivegrocer.com/progressivegrocer/content_display/features/beverage/e3ia7f0e1dcab3176848fa1e154179776d2 Progressive Grocer - Coca-Cola Zero Immerses in the World of Avatar]</ref>
In 2009, Coca-Cola collaborated with [[Twentieth Century Fox]] to launch a worldwide marketing campaign to promote the film ''[[Avatar (2009 film)|Avatar]]''. The highlight of the campaign was the website AVTR.com. Specially-marked bottles and cans of Coke Zero, when held in front of a webcam, enabled users to interact with the website's 3D features using augmented reality (AR) technology.<ref>[http://www.progressivegrocer.com/progressivegrocer/content_display/features/beverage/e3ia7f0e1dcab3176848fa1e154179776d2 Progressive Grocer - Coca-Cola Zero Immerses in the World of Avatar]</ref>

In 2010, Coca-Cola co-sponsored a 3D video by [[Eepybird]] featuring a rocket car powered entirely by Coke Zero and [[Mentos]].<ref>{{ cite web | url=http://www.eepybird.com | title=EepyBird website}}</ref>


===Product logo===
===Product logo===

Revision as of 21:14, 1 June 2010

Coca-Cola Zero
TypeDiet
ManufacturerThe Coca-Cola Company
Country of origin United States
Introduced2004
ColourCaramel E-150d
FlavourCola
VariantsCoca-Cola Cherry Zero
Coca-Cola Vanilla Zero
Caffeine Free Coca-Cola Zero
Related productsCoca-Cola, Coca-Cola Cherry, Coca-Cola C2, Diet Coke, Diet Pepsi, Pepsi One, Pepsi Max and Tab
Websitehttp://cocacolazero.com/

Coca-Cola Zero or Coke Zero is a product of the Coca-Cola Company. It is a diet variation of Coca-Cola. It is marketed as having zero sugar,[1] except in the United States, Canada, and Taiwan, where it is marketed as having zero calories.[2]

Coke Zero's formulation is intended to be a calorie-free alternative to Coca-Cola Classic.

Marketing

Coke Zero was Coca-Cola's biggest product launch in 22 years.[citation needed] It is primarily marketed towards young adult males[3] and has even been nicknamed "Bloke Coke".[4] The launch started in Spain, on Wednesday 21 June 2006.[5]

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.[6] 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".[6]

In Australia, the product was promoted by a fake front group;[7] the campaign included outdoor graffiti and online spamming that mentioned a fake blog.[8][9] Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement[10] to comment on the ethics of Coke's activities.[11]

Template:Infobox nutrition facts

In the UK, Girls Aloud singer Cheryl Cole was hired to launch the product in a campaign aimed at young men.[12] A television advertisement was created featuring a group of men marching through a city saying "Why can't all the good things in life come without downsides?", ending with a huge banner being rolled down a building, reminiscent of a scene from the German film Good Bye Lenin! (The same TV ad has been used in other markets including Serbia, Croatia and Belgium.)

File:CokeZeroAd.JPG
An early Coca-Cola Zero magazine ad from 2005.

In Finland, Coca-Cola called off the Zero marketing campaign on the Internet due to its sexist implications. The campaign was deemed to objectify women as sex objects and hence endorse discriminatory attitudes toward women.[13]

The Argentine campaign began in January 2007 with the taglines "Coca-Cola Zero, el sabor que nadie esperaba" (Coca-Cola Zero, the flavor nobody expected) and "El mismo sabor de siempre, zero azúcar" (The same taste as always, zero sugar). This tagline was also used in Brazil in the same month, but the product was only available in Porto Alegre, Rio Grande do Sul and was later introduced across the rest of Brazil. Months before the actual launch of Coca Cola Zero in Bolivia, posters and TV spots announced an "unknown" product with the words "Zero azúcar, con el sabor de siempre. ¿Qué será?" (Zero sugar, with the same taste as always. What could it be?). In the background one could notice the typical shape of a Coca Cola bottle, giving a hint about the upcoming product.

On 15 January 2007, television commercials for Zero appeared in Denmark and the product can be found in local stores. Coke Zero launched in Ireland on 8 February 2007, with Girls Aloud singer Sarah Harding as the face of the brand, as her bandmate Cheryl Cole was in the UK.

In the UK some Coke Zero advertising alluded to Pepsi Max, leading to a robust counter-campaign by Pepsi directly extolling the virtues of the concept of "maximum" over that of "zero."

In Canada and Ireland, the "Anatomy Commercials" feature various detached organs (an eyeball, a tongue, a finger, a brain, etc) with comical accents and personalities, disputing the nature and existence of Coca-Cola Zero. For example, the finger feels the bottle and states that it "feels like Coke", but the eyeball sees the label and declares him wrong. Each ad ends with the eyeball's French accent voiceover: "Real Coke taste, zero calories."[14] An online game called "Coke Zero Dance Hero" based on the Anatomy Commercials was launched on iCoke.ca in Dec 2008.[15]

Since 2008, Coke Zero has been the primary sponsor of the Coke Zero 400, a NASCAR Sprint Cup Series stock car race held every 4th of July weekend at Daytona International Speedway in Daytona, Florida. The event was previously sponsored by Pepsi as the Pepsi 400.

Coca-Cola took part in an advertising campaign tied to the 22nd James Bond movie, Quantum of Solace. For a short time around the release of the movie, Coke Zero was advertised as "Coke Zero Zero Seven". The commercial for this featured an instrumental version of the new Bond song "Another Way to Die" by Jack White and Alicia Keys.

Coca-Cola Zero is present in the Western Balkan countries market except at the market in Bosnia and Herzegovina.

In 2009, Coca-Cola collaborated with Twentieth Century Fox to launch a worldwide marketing campaign to promote the film Avatar. The highlight of the campaign was the website AVTR.com. Specially-marked bottles and cans of Coke Zero, when held in front of a webcam, enabled users to interact with the website's 3D features using augmented reality (AR) technology.[16]

In 2010, Coca-Cola co-sponsored a 3D video by Eepybird featuring a rocket car powered entirely by Coke Zero and Mentos.[17]

File:CokeZeroUKLabel.jpg
Original Coca-Cola Zero logo in the UK

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 customised version of it). Some details have varied from country to country. The British logo, for example, has the "o" taking a spiral form. In the U.S., the letters decline in weight over the course of the word. In Japan, the logo text is presented in solid white rather than red with a white trim. Logos in South America adopt a thicker white outline and noticeably darker red text.

The U.S. and Canada also appear to be the only countries in which the logo originally had a white background, with a black "zero". This was the face of the drink from its inception until late 2006, when a holiday theme triggered the switch. The black color was kept on 2-liter bottles into 2007, and was introduced on cans as the new year began. This tended to further differentiate the Diet Coke and Coke Zero containers. Twenty-ounce (591 ml) bottles remained white for some time afterwards, but black labels were phased in during February shortly after the launch of Cherry Coke Zero.

Ingredients

Coke Zero's stated ingredients vary in different markets, as seen in the chart below:

Ingredient Name Australia;
New Zealand 		United States;
Canada 		Turkey; Latvia;
Germany;
Italy;
Lithuania;
Estonia;
Poland 		Austria;
Slovenia;
Serbia 		Spain;
Portugal 		Ireland;
United Kingdom 		Norway;
Finland;
Denmark;
Sweden 		Belgium;
Netherlands 		Ecuador;
Bolivia;
Brazil;
Colombia
Costa Rica 		France Mexico;
Chile;
Argentina[18] 		Hong Kong Taiwan China
Carbonated water Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Acesulfame potassium Yes Yes Yes Yes Yes Yes, as E-950 Yes Yes Yes Yes Yes Yes Yes, as E-950 Yes Yes
Aspartame Yes Yes[19] Yes[19] Yes Yes[19] Yes, as E-951 Yes[19] Yes[19] Yes[19] Yes[19] Yes[19] Yes[19] Yes, as E-951 Yes Yes
Caffeine[20] Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Phosphoric acid Yes Yes Yes Yes Yes, as E-338 Yes Yes, as E-338 Yes, as E-338 Yes, as E-338 Yes Yes Yes, as E-338 Yes Yes Yes
Potassium benzoate No Yes No No No No No No No No No No No No No
Potassium citrate No Yes No No No No No No No No No No No No No
Sodium benzoate Yes No Yes No No Yes, as E-211 No Yes, as E-211 No Yes No Yes Yes, as E-211 Yes Yes
Sodium citrate Yes No Yes Yes Yes Yes, as E-331 Yes, as E-331 Yes, as E-331 Yes, as E-331 Yes, as E-331 Yes Yes Yes, as E-331 Yes Yes
Sodium cyclamate No No Yes Yes Yes Yes, as E-952 No No No Yes No No No No No
Sucralose No No No No No No No No No No No No No No Yes
Flavor Yes Yes, as natural flavors Yes Yes Yes Yes Yes Yes Yes Yes Yes, as herbal extracts Yes Yes Yes Yes
Color E150d[21] Caramel Caramel E150d[21] Caramel E150d[21] E150d[21] E150d[21] E150d[21] E150d[21] Caramel (E150d[21]) E150d[21] E150d[21] Caramel Caramel
Calories per 100 ml (3.4 US fl. oz.)[22] 0.3 kcal 0 kcal 0 kcal 0 kcal 0.3 kcal 0.2 kcal 0.5 kcal 0.3 kcal 0 kcal 0 kcal 0.3 kcal 0 kcal 0 kcal 0 kcal 0.24 kcal

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.[23] Coca-Cola introduced a vanilla-flavored version, Coca-Cola Vanilla Zero, concurrently with the relaunch of the original Coca-Cola Vanilla in May 2007.[24] Coke Vanilla Zero is currently available in the U.S., Canada, Nauru, Australia, and Hong Kong.

In February 2010, Coca-Cola Zéro sans caféine (Caffeine Free Coca-Cola Zero) was released in France.[25] In Japan, Coca-Cola Zero Free launched in April 2010.[26]

Distribution

U.S. Coke Zero bottle with black background, next to older white one, in March 2007.
An empty Coca-Cola Zero bottle and can from the United States.

Coke Zero is currently sold in:

Controversies

In Norway the Brewery Ringnes claims that Bryggeriforeningen owns the right to the Zero name. The Zero name was used on a non alcoholic beverage from 1972 to 1996.[35]

Sodium cyclamate, a relatively cheap artificial sweetener banned by the U.S. Food and Drug Administration (FDA) since 1969 for causing cancer (though this claim has been called into question), has been and in some cases still is used in the Coca-Cola Zero versions produced in 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.[36] 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.[36]

Acesulfame potassium and aspartame are both used in Coke Zero in all countries, and these artificial sweeteners have been the subject of controversy for health reasons.

References

  1. ^ 'Coca-Cola' Zero Has Landed, news article from Coca-Cola Enterprises. 4 July 2006. Retrieved 24 September 2006.
  2. ^ Press release from Coca-Cola, 21 March 2004. Retrieved 24 September 2006.
  3. ^ Tungate, Mark (2008), Branded Male: Marketing to Men, London and Philadelphia: Kogan Page Limited, pp. Chapter 3, ISBN 978-0-7494-5011-3
  4. ^ Hickman, Martin (2006-07-04). "Introducing 'Bloke Coke' - is this now the real thing?". London: The Independent. Retrieved 2009-06-12.
  5. ^ "Coca-Cola España prepara el lanzamiento de Coca-Cola Zero". Marketing News. Retrieved 2010-02-17.
  6. ^ a b Elliott, Stuart; 5 March 2007; "Can’t Tell Your Cokes Apart? Sue Someone"; The New York Times; retrieved 6 March 2007.
  7. ^ "The Zero Movement". Coca Cola Company. Retrieved 2006-07-24.
  8. ^ "Tantillo’s Branding Bite: Pepsi Goes Online (Exclusively)" Marketing Doctor Blog. March 20, 2008.
  9. ^ "Coke Gets A Zero For Effort" Marketing Doctor Blog. January 25, 2006.
  10. ^ "The Zero Movement". Tim Longhurst. Retrieved 2006-07-24.
  11. ^ "The Zero Coke Movement". Retrieved 2006-07-24.
  12. ^ Adam Withrington. "Coke launches new advert for Zero". The Publican. Retrieved 2006-07-24.
  13. ^ Template:Fi icon"Kuluttajavirasto: Coca-Colan mainos halventaa naista (The Coca-Cola ad discriminates against women and the company had to call it off)". Retrieved 2006-12-15.
  14. ^ Anatomy Ads at Ads Of The World
  15. ^ [1]
  16. ^ Progressive Grocer - Coca-Cola Zero Immerses in the World of Avatar
  17. ^ "EepyBird website".
  18. ^ In Mexico, Argentina and Chile, Coca-Cola Zero was reformulated in February 2008, being sweetened only with aspartame and Acesulfame potassium (see Cambia Coca-Cola el sabor de la Zero) after a controversy created by El Universal in August 2007, mentioning the possible risks of consuming cyclamate, one of its previous sweeteners. See Contiene Coca Zero sustancia cancerigena).
  19. ^ a b c d e f g h i The Argentinian, Austrian, Australian, Belgian, Brazilian, Canadian, Chilean, Danish, Dutch, Finnish, French, German, Greek, Hong Kong, Mexican, Norwegian, Spanish, Swedish, Taiwan, UK and US Coca-Cola Zero Ingredient labels mark that the soda water contains a Phenylalanine source. This is from aspartame.
  20. ^ It is a caffeinated beverage with 34.5 mg of caffeine per 12 US fluid ounces (9.7mg/100 ml), roughly the same as original Coca-Cola (which has 34 mg of caffeine); see Content in Beverages from the "Erowid.org Caffeine Vault"
  21. ^ a b c d e f g h i j E150d is an acid-proof caramel coloring
  22. ^ Coca-Cola Zero does have a small caloric value. Depending on the country in which it is made, it has about 0.8 to 2.1 KJ (0.2 to 0.5 Kcal) per 100 mL (3.4 US fl. oz.). Compare nutrition information from Coca-Cola USA and Coca-Cola Great Britain
  23. ^ "Cherry Coke Gets Fresh Jay-Z graciel Remix", Kenneth Hein, BrandWeek, 29 January 2007
  24. ^ Vanilla Coke is Back!, Business Wire, 25 May 2007
  25. ^ Le Coca-Cola Zéro sans caféine arrive dans vos verres,CocaColaWeb.fr, 15 February 2010
  26. ^ Coca-Cola | News: Details,CocaCola.Co.jp, 26 April 2010
  27. ^ "Coca-Cola Amatil records sweet result". Retrieved 2007-02-08.
  28. ^ "Companhia lança Coca-Cola Zero no Brasil". Retrieved 2007-01-16.
  29. ^ http://www.jamaica-star.com/thestar/20090616/ent/ent4.html
  30. ^ "Handelsbladet Fk – Kraftig satsing på sukkerfri brus". Retrieved 2006-10-13.
  31. ^ Diario La República - Online - Gonzalo Cerda: "Puede haber competencia en marcas de una misma empresa"
  32. ^ "Coca-Cola Zero chega segunda-feira". Retrieved 2007-05-17.
  33. ^ [2]
  34. ^ "Coke Zero's UK Debut Targets "Real Men"". Beverage World. Retrieved 2006-07-24.
  35. ^ Sorry, Zero! Coca-Cola og Ringnes i navnestrid
  36. ^ a b Venezuelanalysis, 12 June 2009, Venezuela Orders End to Coca-Cola Zero Production
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