‘Coca-Cola’ Zero by Vallance Carruthers Coleman Priest and Vizeum UK – ‘A new product launch without the downside’.

Awards: Bronze

Coca-Cola Great Britain identified growing consumer demand, particularly from young men, for more choice in the light/no calorie sparkling soft drink/ beverages category. In June 2006, Coca-Cola Great Britain launched 'Coca-Cola' Zero targeting men aged 20–35. This paper outlines how VCCP and Vizeum UK produced a concentrated national media strategy, a clear engaging communication of 'Great Coke taste zero sugar' and a motivated trade launch. The 'Coca-Cola' Zero launch advertising built great awareness and demand for 'Coca-Cola' Zero and, according to ACNielsen figures, is the most successful new food and beverage launch in the past three years.

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