Coke Zero

Coca-Cola Zero is Coca-Cola’s biggest brand launch in over two decades since the launch of diet Coke in the 1980s. The brand has been launched to respond to changing consumption needs, particularly men aged 18-34 years who are either drinking less or lapsing out of regular Coke because of sugar concerns becoming more prevalent in their late teens and twenties. Whilst diet Coke provides a viable alternative for many, these consumers are typically seeking a product much closer in taste to regular Coke whilst also being less open to Diet Coke’s traditional female positioning.