Coca-Cola looks to 'Zero' to be anything but

06/13/2005

Coca-Cola North America on June 13 announced the rollout of Coca-Cola Zero. The zero-calorie beverage will be available nationally starting today in 20-ounce bottles with other packages and multi-packs to follow later in June.

"When we created Coca-Cola Zero, we put together the only things that matter -- real Coca-Cola taste and zero calories," said Katie Bayne, Coca-Cola North America. "Coca-Cola Zero is for people who want great Coca-Cola taste, zero calories, and a new brand they can call their own."

Coca-Cola Zero's marketing campaign has already begun and will include television, radio, outdoor, cinema, and digital programming, as well as national sampling initiatives. Advertising has been created by Crispin Porter + Bogusky and will carry the tagline "Everybody Chill." Television advertising will debut in late June.

"The marketing for Coca-Cola Zero combines traditional elements with many surprises," said Christine Holland, director of marketing, Coca-Cola Zero. For example, Coca-Cola Zero Rock 'N' Roll Marathon as the consumer kick-off event, and the charity auction of a one-of-a-kind Coca-Cola Zero sample pack on eBay.

Coca-Cola Zero in 20 oz. bottles is available at supermarkets, convenience stores and mass retailers nationwide. This will be followed by an expanded array of package sizes, including 2-liter bottles and 6- and 12-pack cans.

"The launch of Coca-Cola Zero continues our commitment to expand the leading trademark in the world, Coca-Cola, to bring people the best products to fit their needs," Bayne added.