Coke Zero

Posted by: Allison Autera

Product: Coke Zero

Visual: The billboard is simple with a black background, white font, and two cans of soda. The soda in the background is Coke Classic and the can in the foreground is Coke Zero, putting the focus on Coke Zero. The tagline reads “A Clear Case of Taste Infringement” On the top right of the Coke Zero can it reads “Great Coke Taste, Zero Calories”

Target Market: This product is targeted toward coke drinkers who want a diet drink that tastes like a regular coke. Ultimately, this could be anyone, male or female.

Design and flow: The coke ad uses wit in suggesting that since Coke Zero tastes so much like regular Coke, that Coke Zero is in fact committing infringement on the original taste. The main emphasis is on the word “Taste” to reinforce the same taste idea to the audience. It also uses emotional appeal in the way that most Coke drinkers would prefer a diet soda that mirrors the taste of a regular Coca Cola as there are definite taste differences in Coke Classic and Diet Coke. This ad also goes along with the Coke Zero TV Campaign in which representatives for Coke Classic try to sue Coke Zero for stealing the Coke taste.

The product benefit is also the consumer benefit in that Coke Zero provides the classic Coke taste with fewer calories.

Competition: The obvious competition for Coca Cola is Pepsi Cola. Specifically Diet Pepsi Max which strives to provide the same taste as regular Pepsi with more caffeine and zero calories.