Farewell, Coke Zero — Hello, Coca-Cola Zero Sugar

Following a reorganization of its carbonated cola beverages a One Brand strategy, Coke Zero emerged as one of the few bright spots in Coca-Cola’s carbonated soft-drink firmament that could shine even brighter. So the company wanted to optimize the brand and make sure there’s no confusion among American consumers, with a relaunch now underway as has happened in other markets.

Making a hero of Zero, Coca-Cola US announced Wednesday that, starting next month it will replace Coke Zero in America with Coca-Cola Zero Sugar after foreign sales of a slightly tweaked recipe and branding showed encouraging signs. In fact, this week the company reported that its beverage sales globally for the second quarter were flat but that low- and no-calorie sodas in foreign markets were a bright spot.

Coca-Cola Zero Sugar will get fresh packaging that brings in more of Coke’s classic trademark red wrapping, with just a splash of black to reflect the brand’s previous look. Just as important, the name Zero Sugar is expected to remove any doubt among US soda drinkers about what exactly the product’s attributes are: It’s low-calorie with absolutely no sugar. Zero. Zilch. Nada.

And while the ingredient list is exactly the same for Zero Sugar as for Zero, the company has tweaked the taste ever so slightly. The new drink will be made “even better” by “optimizing the unique blend of flavors that gave Coke Zero its real Coca-Cola taste.” Indeed, it’s the same product that already is sold in more than 25 markets worldwide. And once Coca-Cola Zero Sugar hits US shelves in August, the Coke Zero will be phased out.

While some Coke Zero fans are upset, “It’s not as if it’s some complete overhaul of the formula,” Duane Stanford, executive editor of Beverage Digest, told USA Today. “It’s really as much about the package redesign and positioning as anything.”

Coca-Cola stated in a press release that it launched Coke Zero more than 10 years ago “with a revolutionary recipe that gave fans real Coca-Cola taste without the sugar and calories.” But the company “recognized the opportunity to give the brand another boost and to encourage more Coca-Cola fans to try a great-tasting zero-sugar product.”

The company said the changes also support its One Brand strategy to unify its portfolio of Coca-Cola beverages and bring them together as a single, flagship trademark brand.

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