How Coke Zero Became a Hero: 10 Facts to Mark the Brand’s 10th Birthday
It's hard to believe, but
The
origins of Coke Zero can be traced back to the late 1990s, when the search for
a next-generation, no-calorie
Coke Zero would eventually offer the best of both worlds. In 2007, AOL named Coke Zero the second-hottest product of the year, behind the iPhone, and the brand is currently sold in 159 countries.
Here are 10 fun Coke Zero tidbits from its first decade on the market:
Coke’s R&D team spent years testing and tweaking the Coke Zero formula, experimenting to make it as Coke-like as possible.
Speed was of the essence, but getting the
product right and achieving a breakthrough in taste technology was priority
one. The R&D team wanted to formulate a zero-calorie cola that "punched up above its
weight class", according to one senior executive. An earlier version of Coke Zero was introduced in the Nordics as
Some of the first bottles of Coke Zero were sold on eBay in April 2005.
A few months before its official launch in the U.S., a sample pack featuring six unique bottles of Coke Zero and limited-edition premiums was sold in an online auction, with all proceeds going to charity. The stunt helped generate strong buzz about the new product.
A mid-calorie cola called C2 tentatively tabled the Coke Zero launch.
C2 debuted with great fanfare in Japan,
followed by the United States, with the promise of half the sugar, calories and
carbs as
Coke Zero debuted in the U.S. in white packaging.
When Coke Zero premiered in the U.S. in June 2005, it was not an overnight success. The brand was promoted initially with the “Everybody Chill” tagline, which confused some consumers. Coke Zero debuted in white cans and bottles to help the brand stand out on store shelves. Many young males – the target demographic – associated the white labels with feminine-leaning diet drinks. Coke Zero needed a more masculine look and message.
A
few months after the U.S. launch,
Humorous, irreverent advertising has played a role in Coke Zero’s success since the early days.
In
a 2006 series of ads titled "Lawyers", imposter
The brand made a big splash during the 2009 Big Game...
“Mean Troy” Polamalu of the Pittsburgh Steelers reprised the 1979 role of fellow Steeler “Mean Joe” Greene, who starred in what’s known as one of the greatest “Big Game” ads ever, in a humorous Coke Zero spot. The brand has also built marketing campaigns around several other sports properties, including NASCAR and ESPN College GameDay, and consumer passions like gaming and dance.
…on the big screen…
Coke Zero has partnered with several hit movies, too, including TRON: Legacy (2010), Quantum of Solace (2011) and Mission: Impossible - Ghost Protocol (2011). A robust Coke Zero campaign tied to James Cameron’s epic 2009 adventure film, AVATAR, included an immersive website, augmented reality (AR)-enabled packaging and premium 3D glasses to enhance the fan experience.
…and online.
The brand has used social media to build and entertain a legion of loyal drinkers, while never losing its signature sense of humor. In 2010, the Coke Zero Facial Profiler Facebook app allowed fans to find lookalikes around the world using advanced face detection technology. And a cheeky holiday campaign in 2013 invited tacky sweater aficionados to custom-design the go-to garment of their yuletide ensemble – down to the kitschiest of details – via the Coke Zero Sweater Generator. The 100 top vote-getters received actual hand-stitched sweaters matching their designs. The brand has produced its share of viral videos, too, including a 2012 film associated with the 2012 James Bond film, Skyfall, which has been watched more than 11 million times. Coke Zero challenged unsuspecting train passengers in Antwerp, Belgium to “unlock their inner 007 in less than 70 seconds” for their chance to win exclusive tickets to the blockbuster movie.