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No-calorie Coke for a new market.

Coca-Cola Co. has announced the launch of Coca-Cola Zero, a no-calorie soda that is set to hit shelves in June. Sweetened with a blend of aspartame and acesulfame potassium, the carbonated beverage is being targeted to young adults.

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"Coca-Cola Zero is exactly what young adults told us they wanted-real Coca-Cola taste, zero calories and a new brand they can call their own," says Dan Dillon, vice president, diet portfolio at Coca-Cola North America in Atlanta. "Young people today do not want to compromise on flavor or calories, and we think Coca-Cola Zero's taste and personality will appeal to them."

The drink will be supported by an extensive marketing campaign, including television, radio and print advertisements, as well as sampling programs. Promotional efforts will portray Coca-Cola Zero as a distinct brand for a distinct consumer. The company says the launch is expected to have no impact on its ongoing support for Diet Coke, the leading diet soft drink.
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Title Annotation:center store news
Author:Palazzo, Suzanne Vita; Turcsik, Richard
Publication:Grocery Headquarters
Geographic Code:1USA
Date:May 1, 2005
Words:159
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