The Coca-Cola Company (TCCC) has announced details of its biggest launch in Australia for 22 years with the arrival of Coca-Cola Zero on shelf.
In Australia, sugar-free products have grown from 23% to 27% of the market in seven years and TCCC expects Coca-Cola Zero will introduce new and lapsed consumers to the cola category, thereby providing long term growth for the business and the category. The brand will be targeted at 20–29 year old males looking for zero sugar options that fit their lifestyle.
The launch, the most extensive for the company since diet Coke, is being supported by an $18 million marketing campaign including a 30-second and 60-second television ad airing from late January with a primetime ‘roadblock’. A first for TCCC in Australia, the Coca-Cola Zero roadblock will air across channels 7, 9 and 10 plus 25 pay TV channels. It is believed to be the largest roadblock ever undertaken in Australia.
"Significant resources have been put into this launch in line with the size of the opportunity. From creative standpoint it will also be some the most innovative work that Coca-Cola Australia has brought to market."
The launch of Coca-Cola Zero in Australia follows the successful launch of the product in the US and Canada in 2005. However, Coca-Cola Zero will be launching in Australia with unique packing, positioning and formulation developed specifically for this market. TCCC has been building up to the introduction of the product into the Australian marketplace for the past month with the implementation of an unbranded, underground seeding program driven by the creative mechanic of 'the zero movement'.
Started by 'Carl', the zero movement began as a simple blogging site, encouraging websurfers to question the rules and regulations of adult life. 'Carl' then took to the streets, chalking and posting his questions around city centres. The Zero Movement has since swelled to become a movement with followers, posting questions of their own on www.thezeromovement.com.
The official launch of Coca-Cola Zero poses the question, "Why can't you have real taste and zero sugar?" and sees the zero movement gain a website, full PR support, a television ad and print and outdoor advertising campaigns across the country.