We have spent some time in class discussing Coke Zero and how the product is essentially the same thing as Diet Coke – zero calorie cola. The difference is the marketing plan (and the sweetener that is used). Do they taste different? To be honest, I have never had Coke Zero. I’m a Diet Coke girl and if Coke Zero tastes just like regular Coke count me out because I don’t really like regular Coke.
One of my co-workers is an avid Coke Zero drinker. When I decided I would write about Coke Zero’s marketing versus Diet Coke’s marketing, I asked her out of purely out of curiousity why she doesn’t drink Diet Coke. She said that she doesn’t like the taste. She loves regular Coke but doesn’t want the calories. When Coke Zero was created 5 years ago she started drinking that. I then informed her about the differences between the two and how their marketing differs. She said she had never even thought of that or paid attention to the ads for Coke Zero. She said after thinking about it, it does make sense. But for her she makes her decisions strictly on taste, not on calories or advertising.
Let’s take a look at a 2010 Coke Zero ad:
And now a Diet Coke ad from 2009:
While researching ads for this blog post I came across www.dietcoke.com and Diet Coke’s YouTube Channel. On there I found this ad, apparently it’s a new ad for 2010….
The difference between their 2009 ad and 2010 ad is apparent: they’re trying to shy away from Diet Coke being just a “woman’s” drink and incorporate gender equality into their campaign. I actually really like the last ad. I think it does present Diet Coke as a drink that is “OK” for anyone to drink. But at the end of the day, if you like Diet Coke you should drink it because you like it, not because it is tagged as a woman’s drink because it has “diet” in the name.
I came across this article from Antony Young and AdAge. The article compares, contrasts and rates Coke Zero and Pepsi Max’s media strageties. This plays in with what have been talking about in class and for our IMC plans for our brand or company. [FYI: Pepsi Max is their zero calorie verison of Pepsi]
In the case of Coke Zero and Pepsi Max, these beverage giants are chasing a burgeoning market of men who apparently aren’t man enough to own up to drinking a soda marked “diet.” -Antony Young
According to the article, Coke Zero adapted a brand media strategy based on four key pillars: sports, social media, schools and Spanish language. They do a lot of advertising in college basketball, football and Nascar. Coke in general has an entire online social media principles on their website available for anyone to see.
The bottom line is the Coke Zero and Diet Coke are two products that are quite similar but marketed to different markets. Coca-Cola uses different marketing strategies for each brand. Although it’s a new brand, Coke Zero has proven to be successful. According to their website it was one of their most successful product launches in their history. On the other hand, Diet Coke is the number 3 soft drink in the world.