Coke Zero Sugar
Spotting a white space before the market — and capturing it across four countries at once.
Category
Lifestyle
Country
USA
Year
2010
Coke Zero Sugar
Spotting a white space before the market — and capturing it across four countries at once.
Category
Lifestyle
Country
USA
Year
2010
The Challenge
Zero-sugar beverages were virtually nonexistent across four markets. Rising consumer and government attention to obesity created a narrow window to establish category leadership before competitors moved.
Zero-sugar beverages were virtually nonexistent across four markets. Rising consumer and government attention to obesity created a narrow window to establish category leadership before competitors moved.
The Approach
Led simultaneous Coke Zero Sugar launch across four countries, managing the critical transition from Coke Light without losing shelf share. Executed bold, lifestyle-driven communication — Zero Sugar as a genuine choice, not a compromise.
Led simultaneous Coke Zero Sugar launch across four countries, managing the critical transition from Coke Light without losing shelf share. Executed bold, lifestyle-driven communication — Zero Sugar as a genuine choice, not a compromise.
The Results
3.5X
Zero Sugar Growth
Zero Sugar Growth
#1
Zero Sugar Brand
+5pts
Market Share