Coca-Cola Zero

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Coca-Cola Zero
Coca-Cola Zero logo.svg
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 Diet Coke, Pepsi Max, Coca-Cola Zero Sugar
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 and Japan,[5] Coca-Cola Zero is being renamed to Coca-Cola Zero Sugar and is being reformulated to taste more like standard Coca-Cola.[6][7]

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[edit]

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.[8] Additionally, artificial sweeteners are used. In the U.S., this includes aspartame and acesulfame potassium.[9] However, the exact combination of sweeteners and preservatives used varies from market to market.

Sweeteners and health concerns[edit]

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.[10] 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.[10]

Variants[edit]

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.[11] Coca-Cola introduced a vanilla-flavored version, Coca-Cola Vanilla Zero, concurrently with the relaunch of the original Coca-Cola Vanilla in May 2007.[12] Coke Vanilla Zero is available in Australia, New Zealand, and the USA.

In February 2010, Coca-Cola Zéro sans caféine (Caffeine Free Coca-Cola Zero) was released in France.[13] In Japan, Coca-Cola Zero Free was launched in April 2010.[14] 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[edit]

Coke Zero was Coca-Cola's largest product launch in 22 years. The global campaign was done by creative agency Crispin Porter + Bogusky.[15] It is primarily marketed towards young adult males[16][17] and has been nicknamed "Bloke Coke" in the UK.[15] 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.[17] 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".[17] 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.[18][19]

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.[20][21] Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement[22] to comment on the ethics of Coke's activities.[23]

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.[24]

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.[25] 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[edit]

For Christmas, 2013, Coke Zero launched an interactive website that allowed people to customize the designs of their Christmas sweater.[26] These knitted items of clothing have a significant role in United Kingdom Christmas traditions.[27] 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.[28]

On the website, people could detail the cut, pattern, and icons for their sweater.[29] and join a popularity contest.[30] Users could choose from Christmas trees and Santa’s head, to reindeers, sleighs, and turkeys.[31] This initiative was tied to a social media campaign[32] where the top 100 sweater designs with the most votes were manufactured and shipped to the contest winners.[33]

The campaign was a partnership between Coca Cola and an independent advertising network, Droga5 New York.[34]

According to the Coca-Cola Company, the website generated nearly 42,000 sweater designs in its first four days.[35]

Distribution[edit]

Coke Zero is sold in:

References[edit]

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

External links[edit]