Coca-Cola Zero Positioning Zero

In 2005, Coke Zero was launched, with the emphasis being placed on its bold taste and zero sugar content. We were tasked with bringing the global brand strategy for Zero to life, by creating an identity that conveyed Zero’s personality and brand values. This involved creating a unique, consistent brand identity platform and design framework that covered everything from master logo, type, color palette to iconography and layout. We delivered a Visual Identity System (VIS) which included a number of execution examples to assist global markets and their agencies upon launch of the brand.

The implementation of the new Zero identity enabled visibility of the brand to evolve quickly across global markets. In 2007 Coca-Cola Zero consolidated its position as The Coca-Cola Company’s most successful launch since Diet Coke. In the 16 weeks post-launch, Coke Zero’s UK sales hit £24.1m. The brand has since penetrated the market globally.