Coke Zero UK Campaign

        In June of 2006, Coca-Cola launched Coke Zero in the UK. Utilizing an £8 million advertising budget and over 4 million sample hand outs, the new Coke Zero launch became the biggest UK launch since Diet Coke’s appearance over 22 years ago. Unlike the United States’ less overtly male campaign, Coke Zero’s launch in the UK sought to target a male audience through a variety of channels. The above launch TV spot highlights Coke Zero’s direct offensive toward the young male market. The campaign was matched with print ads featuring “Girls Aloud” singer Cheryl Tweedy (now Cole) as the featured spokesperson (http://www.thepublican.com/story.asp?storycode=52299)

        According to a Mintel report on the carbonates sector, published in February 2007, Coke Zero has been credited with attracting 18 to 25-year-old males back to the cola market. The Mintel report also points out that in the first 16 weeks following its launch, Coke Zero recorded an increase in sales in excess of £24m.

        In 2008, Great Britain developed a new £1.2 million ad campaign in the style of a Hollywood movie. The tagline featured a movie voice over stating the premise, “Coca-Cola presents…..A taste of life as it should be”. The following links show the three spots that ran in Great Britain:

- See Spot #1 Here 

- See Spot #2 Here 

- See Spot #3 Here

        The campaign was given the nickname “Bloke Coke” when referenced in articles or videos. While this nickname was not an official moniker given by the brand or quoted in advertising, it did reveal that consumers understood the product was to be consumed primarily by men. The term is used in the following article regarding the “Life as it should be” campaign: “This ad is squarely aimed at Coca-Cola Zero’s UK target market of male drinkers and is unashamed in doing so, cementing its unofficial moniker of ‘bloke coke’. The uncharitable observer would accuse it of post-laddist revivalism whereas others will see it as a slice of harmless fun. In these enlightened times the ad’s transparent maleness is surprising but is set to be effective. The scenario is common, the conclusion ridiculous but the two combined make for a heady mix which will ensure the ad resonates and amuses some while possibly offending others. All of which makes it unquestionably memorable.”

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