How Zero Earns More
It’s a massive marketing problem for Coca-Cola. Management faces persistent headwinds.
The solution: Coca Cola has changed the name of Coke Zero to Coke Zero Sugar.
The situation comes down to two words beginning with “t”.
Let’s begin here: New York Plans to Ban Sale of Big Sizes of Sugary Drinks By Michael M. Grynbaum, NYT May 30, 2012
Unfortunately for Mayor Bloomberg’s legacy this idea never flew. But it resurfaced recently:
“Coke has been aiming to cut sugar from its products … as more countries implement taxes on high-calorie beverages
to combat rising rates of obesity and diabetes, and as consumers switch to healthier beverages.”
Maybe it’s to fight obesity. But a heavy tax on soda sure will help their underfunded pension obligations.
So our first “t” is taxes. No sugar equals no taxes.
Now for our second “t” – taste. Coca-Cola probably has been jealous of Dr Pepper.
For years the tagline of Diet Dr Pepper- Tastes like regular Dr Pepper. And it did.
So Coca-Cola has reformulated, changed the packing to look like regular Coca-Cola and solved the
two “t’s” by making zero mean no taxes, and better taste.
We at dhg salute the marketing people from Coca-Cola. We work closely with marketing people from
many companies to give them ideas to sell greatly. Check us out at dhg.com.
Creative Director/Senior Writer
the damien harvey group