Coca Cola
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It is the course of innovation for Coca Cola. One year after Coca Cola Black, twenty years after Coca Cola Light, Coca Cola Zero taps the market. The product is the updating of an old product aged of 18 years old: Coca Cola Light. It is a re-branding strategy. It allows to forgot the semi-failure of Coca Cola Black (0,3% of the market share), but also the complete failures of Cherry Coke, Coca Vanilla…
Coca retrains the innovations that are not coming from the company! Pepsi invented the Light. But this new product wants to answer to a new demand: this research of healthy food and drink. And because men take more and more care of them, Zero decides to target them, to answer to a newborn demand.
Coca Cola launches a particular market: the men market. Coca Cola Zero does clearly a distinction between women and men, in the marketing strategy. The product finds a sex: it is SEXUE marketing.
Coca Cola Zero is