Coca-Cola Zero Sugar struck harmony in times when consumers were paying more attention to their sugar intake. People placed a high value on a balanced diet – without compromising taste. Accordingly, Zero managed to change from a product name to a philosophy of no compromise.
From models to managers, everyone relies on this softdrink. At the same time, the population is getting bigger and bigger. Coca-Cola is increasingly being criticised and has brought a disruptive innovation onto the market with Zero. However, it is mainly the company’s products that will lose market share. Nevertheless, this move was necessary because they would have missed the worldwide Zero trend.
Coca-cola zero sugar success
The idea of a low-calorie soft drink is by no means new. As early as 1982 – almost at the same time as the invention of the mobile phone – Coca-Cola launched the first sugar-free Coke with the Coca-Cola light (US Diet Coke). Moreover, it was the beginning of a unique success story.
A success story based on the idea that refreshment and a balanced diet should not be mutually exclusive. Coca-Cola light conquered the store shelves and consumers’ hearts in no time.
In 2005 Coke Zero was finally launched in the USA – initially in white packaging and with start-up difficulties. However, consumers were not very interested in the white exterior.
Hence, a few months later, Coca-Cola in Australia allowed consumers to choose between white and black packaging, with the dark variant establishing itself. The fact that the new brand got presented by the national rugby team, the “All Blacks”, had probably anticipated the result a little.
Today, figure-conscious women, fitness enthusiasts and wiry managers prefer to consume Coke Zero instead of sugared soft drinks.
Coke Zero - rebranding
Nowhere in Europe is Coca-Cola Zero Sugar as popular as in Switzerland. The sugar-free Coca-Cola Zero introduced in 2007 already accounts for 28 per cent of total Coca-Cola consumption. Although regular coke is also the most chosen in Switzerland, the light version has already overtaken the new sugar-free cola.
There was also a slight tendency for men to rate Coca-Cola Zero Sugar marginally more positively than women, but this is not significant. Therefore, it can be concluded that advertising messages do not only appeal to men. Moreover, also to women – unlike the Coca-Cola Light brand, which has a clear gender-specific pattern.
The conclusion is: “The study results argue that gender marketing can have a targeted effect. The assumed congruent pairings of Coca-Cola Light with females and Coca-Cola Zero Sugar with males formed stronger associations in people’s minds than incongruent ones. We believe this is caused by using gender-specific advertising to convey targeted messages.
Coca-Cola Zero Sugar or no other Cola. That is our motto. Moreover, Coca-Cola Zero Sugar ranks as our favourite of all the mainly known Coca-Cola products. It also ranks first compared to other Cola Zero such as Pepsi Max, Vivi Cola Zero or Afri-White.
Top taste. I’ve tried a few colas without sugar – but I’ve never been convinced by one. Hence, the soft drink is even uncooled and enjoyable, which one can not claim from other comrades or even other Coca-Colas.
Moreover, it is a success story – no end in sight!
Stock market: The Coca-Cola Company
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