Coke's biggest new brand launch in 20 years

Coca-Cola Zero, which tastes exactly like classic Coca-Cola, has the added benefit of zero sugar and comes in a distinctive black pack, setting it apart from the Coca-Cola red colours.

The entire launch campaign plays on the fact that consumers can now believe that unbelievable things can happen and the brand has a series of "exciting and unexpected initiatives around the "believe it!" theme planned for the next few months.

Since its launch in the US, Coca-Cola Zero has been voted the hottest new product by AOL, second only to the Apple iPhone.

Ilan Sobel, marketing director for Coca-Cola SA, says the launch is one of the most important in the soft drink giant's history. "It's what consumers would least expect, the taste we have always had with Coca-Cola but with Zero sugar. The brand and marketing has a unique attitude which is edgy and innovative. The new brand has been launched in over 85 markets, and its phenomenal success has helped fuel total soft drink sales the world over.

"In 2007, the Sparkling Soft Drinks market in South Africa showed a 13.1% volume growth, and 21.9% value growth. The diet and 'light' drinks segments account for about 14% of the total sparkling soft drinks market. We expect this segment to show significant growth following the launch of Coca-Cola Zero in South Africa.

"Research shows both men and women are becoming more health and body conscious, in line with global health and wellness trends. This consumer insight provided the company with the opportunity to increase the growth of the sparkling sugar-free segment."

He says the global success of Coca-Cola Zero to date is due to its authentic Coke taste. It appeals to those who are looking for “the pleasure Coke has always given but with Zero sugar".

Sobel says aside from the taste, the product also looks great in its contemporary, modern, bold and stylish black packaging, with the signature red Coca-Cola logo.

The product will be available countrywide from August and costs the same as Coca-Cola. He says the launch of Coca-Cola Zero in South Africa will have no impact on Coca-Cola and Coke light, as the target audiences are different.

"Coca-Cola Zero's personality is different to our other brands, and our marketing will reflect that, with some fresh ideas we haven't tried before," said Sobel.