Coke's biggest new brand launch in 20 years

Coca-Cola South Africa has launched Coca-Cola Zero in what is the Coca-Cola Company's biggest global product launch in 20 years. The global launch strategy will include TV, Outdoor, Radio, digital, PR and sampling for over half a million consumers. Coca-Cola Zero, which tastes exactly like classic Coca-Cola, has the added benefit of zero sugar and comes in a distinctive black pack, setting it apart from the Coca-Cola red colours. The entire launch campaign plays on the fact that consumers can now believe that unbelievable things can happen and the brand has a series of "exciting and unexpected initiatives around the "believe it!" theme planned for the next few months. Since its launch in the US, Coca-Cola Zero has been voted the hottest new product by AOL, second only to the Apple iPhone. Ilan Sobel, marketing director for... [read full story]