Coke Zero

In July 2005, the Coca-Cola Company launched a new brand Coke Zero. The drink was sweetened partly with a blend of aspartame and acesulfame potassium.

Market testing showed that the name “Coke Zero” would be an effective way to sell a low-calorie cola to men without using the word “diet”.

It was designed to taste as close as possible to Coke Classic, was the most successful product launch since Diet Coke, attracting lapsed users of Coca-Cola who didn’t like the taste so Diet Coke and those who were cutting back on the number of Coke Classics they consumed.

Globally, Coke Zero was marketed as a ‘diet’ drink with zero sugar. In United States and Canada, it was marketed as having ‘zero calories’.

Coke Zero was an immediate hit in Australia, selling more than three times the number of cases expected during first year on the market.
Coke Zero