Coca Cola Zero: A new product launch without the downside - IPA Effectiveness Awards Case Study 2007

Brief Description: 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 ;---(TAGS)--- Full Title: ‘Coca-Cola’ Zero – a new product launch without the downside ; Number: 2007/48 ; Brand Name: Coca Cola Zero ; Client: Catherine Sleight ; IPA_ProductCoding: Drink (Soft drinks - carbonated) ; Agency: Vizeum ; Vallance Carruthers Coleman Priest ; Author: Zoe Hamilton, Louise Cook, Michael Dick, Jason Briggs, Matthew Hook ;