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: A new product launch without the downside; Number: 2007/48; Brand: Coca Cola Zero; Client: Coca Cola; Product Category: Drink (Soft drinks - carbonated); Agency: Vizeum; Vallance Carruthers Coleman Priest (VCCP); Author: Zoe Hamilton, Louise Cook, Michael Dick, Jason Briggs, Matthew Hook; Prize Winners: Bronze (Adworks ref: Advertising Works 16 Summary)