Coca-Cola South Africa has just launched Coca-Cola Zero locally in what is the softdrink giant’s biggest global product launch in 20 years.
The product which tastes exactly like classic Coca-Cola but has the added benefit of zero sugar, comes in a distinctive black pack, setting it apart from the Coca-Cola red colours.
Since its launch in the US, Coca-Cola Zero has been voted the hottest new product by AOL, second only to the Apple iPhone. And if its sales globally are anything to go by, it has brought back the excitement and innovation in sugar-free soft drinks that consumers want.
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.
The product is already available countrywide and costs the same as regular 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.
Part of the high energy launch strategy which includes TV, Outdoor, Radio, digital and PR, includes sampling for over half a million consumers at high traffic and other hot spots.
Sobel says the best thing about Coca-Cola Zero is consumers can’t believe how wonderful it tastes.
“Sampling is a big part of our campaign because we want everyone to try it. It’s got that real Coke taste with zero sugar.
“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.
The launch which was handled by Lange Strategic Communications, plays on the fact that consumers can now believe that unbelievable things can happen. Held at the Coca-Cola dome for over 500 people, it included a series of “unbelievable” acts including FMX stunts, a ‘burning man’, parkour performances on 8m high scaffolding and stunt men falling from high points within the venue. Guests also had the opportunity to become an FHM Cover Star for the day by having their pictures taken and put onto an authentic FHM cover designed especially for the launch event and which they could
For more information, visit
www.coca-cola.co.za.