Credits:

Tagline: Real taste, zero sugar

In 2006 the Northern European market for carbonated soft drinks (CSD) was in worrying decline, but the sub-sector of light soft drinks was still growing, especially within the cola category. Perceived as a feminine brand, Coca-Cola light was experiencing fierce competition as men increasingly turned to competing brands with more masculine overtones. Coca-Cola needed to created a macho brand in order to maintain and grow its share of light colas and to avoid losing the young male sector. Coca-Cola zero was the answer.

The key concept was “Life as it should be” - unlimited enjoyment with zero compromise and no negative consequences, aimed at 18-29 year-old men concerned for their health, image, masculinity and waistlines. They dream of a better life – being richer, having hotter girlfriends and succeeding in fulfilling their childhood dreams.

Thanks to a communications strategy based on three key principles, to quickly generate attention, build awareness and encourage frequency of use, Coca-Cola zero grew to double the target set for it in Germany and exceeded the target by 38% in Denmark, while unit sales in Germany and Denmark, and Coca-Cola share overall, grew significantly.