Blog of my choice: Coke Zero

The launching of the Coke zero was incredible. First the audience was showed a short teaser trailer, like it was a movie or something. The only message they left was: Zero is coming, a specific date when the whole thing was going to be released and a website. When you checked the webpage is was just a countdown and some information that really did not tell you anything what was going on. What Coca cola tried to do was creating a buzz, making people talk about the product. Later one found out what was really going on.

Coke zero defiantly stands out from cokes other brands. This one is more targeting towards a younger audience instead of a mass marketing. And it seems like they a targeting specially towards young male, judging from the commercials or the webpage. However, Coke zero is after the people with a special lifestyle that do not what to drink regular soft drinks and are more aware and careful about their figure.

Coke zero has, according to me, really done a great job with their positioning of “Zero sugar, as it should be” or “Real taste, zero sugar”. This is often connected to the story in the commercials, like; Life as it should be or break up as it should be. What they are trying to say is that things don’t have to be as hard as you make it; it’s always an easier solution. The commercial is adding more attitudes to the brand, like cool people that want a change drinks Coke Zero.

So Coke has really managed to put another diet soda on the market. Their advertising and positioning has been excellent and I think that they really have connected with their target. I really like their teaser trailers before they launched the product, how they tried to create a curiosity about the whole thing.

Picture:

http://images.digitalmedianet.com/2007/Week_23/kmhpxsfs/story/ghost1.jpg