New Coke Zero Sugar

            Coke made a very bold move when they revamped the idea of Coke Zero with zero sugar.  They began their rebranding by completely changing the design of the bottle and wanted to give it a new light to their individual brand.  Coke saw a huge problem with how society is now beginning to link sugar consumption to obesity and that was a major threat to them so they had to do something and that idea was to make a soda with zero sugar.  This in my opinion was a great idea because they showed that they were able to make a good drink without the sugar in it.  They also decided to change the entire look of the can the drink comes in.  They made it look similar to the old Coke Zero, which I think may be a problem with the consumers.  Firstly it may just confuse consumers.  Some may believe that it is Coke Zero and will not want to buy it because of that and others may think they are getting Coke Zero just to see that it is not what they were expecting.

            Coke is going to need to put a lot of money into the marketing of this product to get people to know about it.  Many people have very mixed feelings against Coke because of the health problems associated with soda, but then there are brand loyal consumers that will buy almost every Coke product because they enjoy the product that much.  Coke needs to really just put their time and efforts into marketing to the people who will buy their products and not try to get new people to buy their new products.  

            After reading the article it’s clear Coke is really trying to revamp their brand because they are putting the most amount of money into the marketing of the new Coke Zero Sugar since the launch of the brand in 2005.  I am very interesting in the move Coke is trying to make.  I thought it was a very interesting move to really try and revamp the Coke Zero name by putting as much money as they are into a  product that really did not do well in the market.  I really think they need to stick to the products they know are being bought.  Stop trying to grow the company with old products that never worked in the past. 

            The thing people love about Coke is the sweet sugary after taste it has.  If Coke is not able to replicate that in the new Coke Zero Sugar they are going to in for some surprises. 

Schultz., E., & E.J. Schultz E.J. Schultz is the Chicago Bureau Chief at Advertising Age and covers beverage, automotive and sports marketing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. His journalism awards include a 2012 Jesse H. Neal National Business Journalism Award for best range of work by a single author and a 2011 Best in Business award for a feature story from the Society of American Business Editors and Writers. A native of Cincinnati, Mr. Schultz has an economics degree from Xavier University and a masters in journalism from Northwestern University. View all articles by this author. (2017, July 26). Coca-Cola Axes Coke Zero for 'Coca-Cola Zero Sugar'. Retrieved October 21, 2017, from http://adage.com/article/cmo-strategy/coke-zero-rebrand-coca-cola-zero-sugar-marketing/309923/