Coke Zero’s brand strategy was built on the premise that men were underserved by the sugar-free sparkling beverage industry. Coke Zero — with its newly formulated sweetening system designed to taste as much as the mother brand as possible, and its black package turned out to be The Coca-Cola Company’s best-performing product launch in 22 years.
Dubbed “Bloke Coke” by the British media, the no-sugar drink represents the most important launch in the UK for Atlanta-based Coca-Cola since Diet Coke was rolled out 22 years ago, according to company officials.
A $14 million British ad campaign, which targets health-conscious males who find Diet Coke too feminine, uses the tag line “Great Coke taste with zero sugar.” –Beverage World
The images above tell the story of how this system traveled around the world, turning up in almost 200 countries and eventually filtering into and pop culture and art.
Barry Deck led the team at Ogilvy & Mather’s Brand Integration Group that collaborated with Coca-Cola’s Design Excellence and Global Brand teams to create visual identity system and guidelines for Coca-Cola Zero’s 2006 launch. The visual system included the logo design, package designs, point-of sale, advertising, and co-branding recommendations, showing how the system could stretch across media and platforms and remain cohesive.
Client: The Coca-Cola Company
Skills: Concept | Visual Identity Systems | Brand Guidelines