Tuesday, June 21, 2005


With Coke Zero, Coke has done it again. Confused me completely.

In case you haven’t seen it, Coke Zero is the new Coke in the black, vaguely goth bottle—a package where I’d expect to find an Everclear and ground glass cocktail or maybe a new launch of Mad Dog 20-20

Here’s what Coke has to say on their web site:
“Coca-Cola Zero is exactly what young adults told us they wanted—real Coca-Cola taste, zero calories and a new brand they can call their own,” said Dan Dillon, vice president Diet Portfolio, Coca-Cola North America. “Young people today do not want to compromise on flavor or calories and we think Coca-Cola Zero’s taste and personality will appeal to them.”…

From the Q & A in the press release quoted from above:
Q. What’s wrong with Diet Coke?
A. Absolutely nothing. Diet Coke is the #1 diet cola in America and continues to grow. Coca-Cola Zero will provide non users of current zero calorie colas a great tasting option.

Q. What will Coca-Cola Zero taste like?
A. It has real Coca-Cola taste, with zero calories.

I'm still confused. Except for the bottle is it the same as Diet Coke?
Zero they call it. Zero it is.

Here's some other links that young adults told us they wanted:



Mad Dog 20-20


Summerfield said...

Yeah, I saw that too. I, too, was confused. It's marketeers run amok. Coke Zero, indeed. I hope that they sell zero.

tiger red said...

Seems also pretty dumb marketing. Coke Zero for the Zero generation... It'll join Coke Classic and New Coke in the goofy marketing lineup.

My guess is that there's a marketing VP under enormous pressure come up with something behind this adventure.