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Coca-Cola Zero or Coke Zero is a product of the Coca-Cola Company. It is a diet variation of Coca-Cola. It is marketed as having zero sugar, except in the United States, Canada, and Taiwan, where it is marketed as having zero calories.

Coke Zero's formulation is intended to be a calorie-free alternative to Coca-Cola Classic.
An empty Coca-Cola Zero bottle and can from the United States.


Marketing

Coke Zero was Coca-Cola's biggest product launch in 22 years. It is primarily marketed towards young adult males and has even been nicknamed "Bloke Coke". The launch started in Norway, on Monday 2 October 2006

In the U.S., advertising has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women. U.S marketing has also emphasized its similarity in taste to sugared Coca-Cola through a 2007 U.S. viral marketing campaign that suggested the company's executives were so angry over the drinks' similarities they were considering suing their coworkers for "taste infringement".

In Australia, the product was promoted by a fake front group; the campaign included outdoor graffiti and online spamming that mentioned a fake blog. Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement to comment on the ethics of Coke's activities.

In the UK, Girls Aloud singer Cheryl Cole was hired to launch the product in a campaign aimed at young men. A television advertisement was created featuring a group of men marching through a city saying "Why can't all the good things in life come without downsides?", ending with a huge banner being rolled down a building, reminiscent of a scene from the German film Good Bye Lenin! (The same TV ad has been used in other markets including Croatia and Belgium.)
In Finland, Coca-Cola called off the Zero marketing campaign on Internet due to its sexist implications. The campaign was deemed to objectify women as sex objects and hence endorse discriminatory attitudes toward women.

The Argentinemarker campaign began in January 2007 with the taglines "Coca-Cola Zero, el sabor que nadie esperaba" (Coca-Cola Zero, the flavor nobody expected) and "El mismo sabor de siempre, zero azúcar" (The same taste as always, zero sugar). This tagline was also used in Brazilmarker in the same month, but the product was only available in Porto Alegremarker, Rio Grande do Sul and was later introduced across the rest of Brazil. Months before the actual launch of Coca Cola Zero in Boliviamarker, posters and TV spots announced an "unknown" product with the words "Zero azúcar, con el sabor de siempre. ¿Qué será?" (Zero sugar, with the same taste as always. What could it be?). In the background one could notice the typical shape of a Coca Cola bottle, giving a hint about the upcoming product.

On 15 January 15 2007, television commercials for Zero appeared in Denmarkmarker and the product can be found in local stores. Coke Zero launched in Irelandmarker on 8 February 2007, with Girls Aloud singer Sarah Harding as the face of the brand, as her bandmate Cheryl Cole was in the UK.

In the UK some Coke Zero advertising alluded to Pepsi Max, leading to a robust counter-campaign by Pepsi directly extolling the virtues of the concept of "maximum" over that of "zero."

In Canada and Ireland, the "Anatomy Commercials" feature various detached organs (an eyeball, a tongue, a finger, a brain, etc) with comical accents and personalities, disputing the nature and existence of Coca-Cola Zero. For example, the finger feels the bottle and states that it "feels like Coke", but the eyeball sees the label and declares him wrong. Each ad ends with the eyeball's French accent voiceover: "Real Coke taste, zero calories." An online game called "Coke Zero Dance Hero" based on the Anatomy Commercials was launched on iCoke.ca in Dec 2008.

Coca-Cola took part in an advertising campaign tied to the 22nd James Bond movie, Quantum Of Solace. For a short time around the release of the movie, Coke Zero was advertised as "Coke Zero Zero Seven". The commercial for this featured an instrumental version of the new Bond song "Another Way to Die" by Jack White and Alicia Keys.

Product logo

Original Coca-Cola Zero logo in the UK
The Coca-Cola Zero logo has generally featured the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir (or a customised version of it). Some details have varied from country to country. The British logo, for example, has the "o" taking a spiral form. In the U.S., the letters decline in weight over the course of the word. In Japan, the logo text is presented in solid white rather than red with a white trim. Logos in South America adopt a thicker white outline and noticably darker red text.

The U.S. and Canada also appear to be the only countries in which the logo originally had a white background, with a black "zero". This was the face of the drink from its inception until late 2006, when a holiday theme triggered the switch. The black color was kept on 2-liter bottles into 2007, and was introduced on cans as the new year began. This tended to further differentiate the Diet Coke and Coke Zero containers. Twenty-ounce (591 ml) bottles remained white for some time afterwards, but black labels were phased in during February shortly after the launch of Cherry Coke Zero.

Ingredients

Coke Zero's stated ingredients vary in different markets, as seen in the chart below:
Ingredient Name Australia;

New Zealandmarker		 United Statesmarker;

Canadamarker		 Turkeymarker; Latviamarker;

Germanymarker;

Italymarker;

Lithuaniamarker;

Estoniamarker;

Polandmarker		 Austriamarker Spainmarker;

Portugalmarker		 Republic of Irelandmarker;

United Kingdommarker		 Norwaymarker;

Finlandmarker;

Denmarkmarker;

Swedenmarker		 Belgiummarker;

Netherlandsmarker		 Ecuadormarker;

Boliviamarker;

Brazilmarker;

Colombiamarker

Costa Ricamarker		 Francemarker Mexicomarker;

Chilemarker;

Argentinamarker		 Hong Kongmarker Taiwanmarker Chinamarker
Carbonated water
Acesulfame potassium , as E-950 , as E-950
Aspartame , as E-951 , as E-951
Caffeine
Phosphoric acid , as E-338 , as E-338 , as E-338 , as E-338 , as E-338
Potassium benzoate
Potassium citrate
Sodium benzoate , as E-211 , as E-211 , as E-211
Sodium citrate , as E-331 , as E-331 , as E-331 , as E-331 , as E-331 , as E-331
Sodium cyclamate , as E-952
Sucralose
Flavor , as natural flavors , as herbal extracts
Color E150d Caramel Caramel E150d Caramel E150d E150d E150d E150d E150d Caramel (E150d) E150d E150d Caramel Caramel
Calories per 100 ml (3.4 US fl. oz.) 0.3 kcal 0 kcal 0 kcal 0 kcal 0.3 kcal 0.2 kcal 0.5 kcal 0.3 kcal 0 kcal 0 kcal 0.3 kcal 0 kcal 0 kcal 0 kcal 0.24 kcal


Flavored variants

A 2-liter bottle, 20 oz bottle, and can of Coca-Cola Cherry Zero.
A US can of Coca Cola Vanilla Zero
Coca-Cola Cherry Zero is a flavored variation of Coca-Cola Zero. In late January 2007, it was introduced to store shelves and was widely available throughout the United States before its official debut, which occurred on 7 February 2007 at New York Citymarker's Fashion Week.Coca-Cola introduced a vanilla-flavored version, Coca-Cola Vanilla Zero, concurrently with the relaunch of the original Coca-Cola Vanilla in May 2007.Coke Vanilla Zero is currently available in the U.S., Canada, Nauru, Australia, and Hong Kong.
U.S.
Coca-Cola Cherry Zero cans, with a cherry zero logo.


Distribution

U.S.
Coke Zero bottle with black background, next to older white one, in March 2007.


Coke Zero is currently sold in:

Controversies

In Norway the Brewery Ringnes claims that Bryggeriforeningen owns the right to the Zero name. The Zero name was used on a non alcoholic beverage from 1972 to 1996.

Sodium cyclamate, a relatively cheap artificial sweetener banned by the U.S. Food and Drug Administration (FDA) since 1969 for causing cancer (though this claim has been called into question), has been and in some cases still is used in the Coca-Cola Zero versions produced in Venezuela, Chile, Mexico and some Central American countries. It was used for a time in Mexico, before a consumer campaign led to its removal from the drink in 2008. In June 2009 Venezuelamarker ordered Coca-Cola to withdraw its Coca-Cola Zero product, as it contained more than the legal levels of sodium cyclamate.

Acesulfame potassium and aspartame are both used in Coke Zero in all countries, and these artificial sweetners have been the subject of controversy for health reasons.

References

External links




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