Reading Time: 5 minutes Stock Quote: Zero – A Disruptive Innovation From models to managers, everyone relies on Coca Cola Zero Sugar. 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 …
Coca Cola Zero Launch-
A Success Story
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 launches the first sugar-free Coke with the Coca Cola light (US Diet Coke). Moreover, it started 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 the hearts of consumers in no time at all.
White Look – Failed
In 2005 Coke Zero got launched in the USA. Initially in white packaging and with start-up difficulties. However, consumers did not show interest in the white exterior.
Hence, a few months later, coke in Australia allowed consumers to choose between white and black packaging. The dark variant was establishing itself. The fact that the new brand got presented by the national rugby team, the “All Blacks”, 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.
Nowhere in Europe is Coke Zero Sugar as popular as in Switzerland. The sugar-free Coke Zero introduced in 2007 already accounts for 28 per cent of total Coca Cola consumption. Although the regular coke is also the most chosen in Switzerland, the light version overtook the new sugar-free cola.
While the “zero” of the old Coke Zero used to be ambiguous, both in terms of calories and sugar. Finally, the new Zero Sugar now has more accurate and more unambiguous positioning and message. In other words, this name change positions the new Coca Cola Zero Sugar in the “sugar-free” direction.
There was also a slight tendency for men to rate Coke Zero Sugar marginally more positively than women, but this is not significant. It can, therefore, taken as 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.
Here are incredibly many opinions about Coke Zero. From dangerous, harmful, unhealthy, ill and fattening to meaningful, good for losing weight and even healthy. At the same time, it is unclear whether Cola Zero affects blood sugar levels, causes cravings or distorts taste.