Coke Zero to drop 'bloke coke' advertising theme - Brand Republic News - Brand Republic

Coke Zero to drop 'bloke coke' advertising theme - Brand Republic News - Brand Republic: "Coke Zero to drop 'bloke coke' advertising theme by Jemima Bokaie Marketing 06-Nov-07, 08:45 LONDON - Coca-Cola is rethinking its strategy for Coca-Cola Zero 16 months after its launch, shifting the focus from its target audience of young men to the product's benefits. A global TV campaign, created by Wieden + Kennedy Amsterdam, will launch in January featuring the fresh positioning and a strapline to replace 'Great taste, zero sugar'. The change is a dramatic shift for the brand, which launched as a male-oriented brand while Diet Coke targets women. Girls Aloud singer and England football WAG Cheryl Tweedy fronted launch ads for Coke Zero last year. The work was created by VCCP, which handles its UK ad account. This year, Coca-Cola placed football at the centre of its spring activity, with work through VCCP featuring Manchester United and England star Wayne Rooney. Separately, it is spending £9m on the launch of Fanta Still in February. It is also adding an orange flavour to its Powerade range and launching a juice variant of its Relentless energy drink. Comments Comment George Nimeh - 06/11/2007 Certainly is a shift ... In addition to VCCP's footy campaign, iris created an integrated campaign currently giving away 1 million football"