If you had put money on the fact that Coke Zero would have fallen flat by now, as so many other remakes of favorite colas have in the past, there is a good chance that you would have lost your bet. Coca-Cola is planning to give the zero-calorie brand a big push this year to raise its profile and to try and make the brand a standard choice for cola drinkers ("[build] it into the next mega-brand," according to a company memo), not just an alternative to Coca Cola Classic.
The first part o the strategy is to sink a lot of money into the advertising budget. Coke is planning to spend $13 million on advertising during, and at, NCAA games alone, since its target audience is men up to age 45 or so who want a zero-calorie drink without the perceived girliness of Diet Coke. The company is also planning black packaging, football sponsorships and TV ads on "24" and MTV. To show exacty how serious they are about the brand, Coke is also actively recruiting restaurants to make Coke Zero a part of their soda fountain lineup. Wendy's and White Castle are two that have already agreed.
Second Helping of Slashfood - June 19
Competitive-Eating Contest to Pit Humans Against Elephants
The Backyard Boom - The Hungry Bride
Reader Comments (Page 1 of 8)
1-08-2007 @ 12:01PM
Guy said...
THANK YOU COKE GODS!!! I was wondering and hoping that they would deem us Coke Zero fans worthy of wonderful soda-fountainness!
Reply
1-08-2007 @ 3:04PM
Joe said...
They had me at 'without the perceived girliness of Diet Coke."
Reply
1-08-2007 @ 3:22PM
Jennifer said...
We LOVE Coke Zero at my house!!! I hope they make it more available( fountains, 2 liter bottles) as well.
Reply
1-08-2007 @ 3:56PM
Steven Andrew Miller said...
I can't stand Diet Coke, or any other "Diet" Soda for that matter. And while I love a Coke classic, it is just too much sugar. If they get rid of Coke Zero I will be going back to no soda whatsoever.
Reply
1-08-2007 @ 4:06PM
Vesna Vuynovich Kovach said...
I still don't get how this is different from Diet Coke. Anyone?
Reply
1-08-2007 @ 4:12PM
Foodie Bride said...
If they want to hit the big time with new drinkers, they need to get Jack Bauer to throw one back in the season premiere.
Reply
1-08-2007 @ 4:31PM
Jonny Quest said...
Coke Zero tastes like crap. I cannot believe they are going to put more money behind this turkey. With all the hype, I had high hopes, but man it's the worst tasting stuff ever. Far worse than Diet Coke. YUCK!
Reply
1-09-2007 @ 12:14AM
peggy said...
i love coke zero already, but have a hard time finding it, especially on fountains. i hope they make a big push into that area!
Reply
1-09-2007 @ 1:12AM
DaMan said...
Coke Zero does taste better than most of the diet colas. Coke with Splenda tastes awful.
Maybe it's time for a Smashing Pumpkins reunion for a commercial featuring their song "Zero"?
Reply
1-09-2007 @ 8:54AM
JT said...
I'm sorry but I was not aware of the girliness of the diet coke: at least here in Europe, I can't feel it. As for Coke Zero, it tastes more like the regular coke, that's why I hate it. Sticking to the good old diet coke, and still no man boobs. Go figure.
Reply
1-09-2007 @ 10:23AM
Jonny Quest said...
Mr. Miller: I felt like you did -- could not stand diet drinks. I'd drink a LOT of soda -- maybe 3 - 4 liters per day (mostly Cherry Coke). For a variety of reasons, I've switched to diet only sodas, and I can tell you that as an affirmed diet drink hater, there are great choices out there. Diet Dr Pepper, when very cold, is almost indistinguishable from regular. Diet Mtn Dew, and esp diet Code Red, are very tasty. There are a variety of sugar free lemonade drinks, esp. Tropicana that are very tasty. Also the diet Tropicana Orange is so good you can't believe it's diet. Sprite Zero and Sierra Mist Free are good too.
You have choices -- some very very good choices, believe me.
Reply
1-10-2007 @ 4:51PM
Heather said...
I am a Coca-Cola addict. Seriously. For example, fountain Coke is better than bottled is better than canned. And, McDonald's fountain coke is better than all coke, followed by coke at a bar, if it is mixed correctly. So, any alteration to me is usually distinguishable. But, with Coke Zero coming to fountains near me, I may have to give it another go.
Oh, and in case anyone wonders, I know the evils of actual soda. But, it’s the one vice I can’t shake.
Reply
1-12-2007 @ 2:10PM
Langley said...
Coke zero has a tangier taste, and is not as artificially sweet as diet coke. it is much more refreshing. I prefer it to all other sodas.
Reply
1-12-2007 @ 2:20PM
Cindy said...
All that fake, zero calorie sugar is TERRIBLE for your body, and so is the "fiz" in the soda. Everyone would do far better to drink "the real stuff" sparingly rather than soaking in it all day pretending you are doing something great for yourself.
Reply
1-12-2007 @ 2:24PM
Jenn said...
Coke Zero is awful. To me, it tastes like warm, flat Coke...even when it's chilled. I'll take Diet Coke, or even Coca-Cola Classic, any day. Why they insist on pushing this stuff, I don't know.
Reply
1-12-2007 @ 2:28PM
DiDi said...
I usually drink only diet soda, primarially Diet 50-50, and have never been a heavy cola drinker and especially dislike diet colas, but every once in while, I'll treat myself to a small glass bottle of real Coca Cola, just to experience a taste of my youth.
The problem is finding it in glass bottles anymore, but they are still being bottled in glass; you just have to look.
I never have liked the flavor of any soda from a can. The metal somehow alters the flavor. It's subtle, but I can taste the difference.
Reply
1-12-2007 @ 2:28PM
dan list said...
Make a Lemon and a Lime version of ZERO!!!
Reply
1-12-2007 @ 2:42PM
Jeff Scott said...
Difference between diet coke and coke zero? less aspartame, a carcinogen and more of the lethal Splenda, a poisonous chlorocarbon: http://www.rense.com/general65/splend.htm
Reply
1-12-2007 @ 2:45PM
Suzy said...
I didn't care for Coke Zero, but loved the Coke 2. Now I can't find it anywhere, was it discontinued?
Reply
1-12-2007 @ 2:46PM
Maryann said...
I also think that Coke Zero tastes like crap... Stick with the original...
Reply