Jay-Z helps Coke pop its Cherry

Cherry Coke Zero, the latest addition to the Coke family, is a fruit-flavoured calorie-free soft drink which is only available in the United States.

The Coca-Cola Company wanted to create an eye-catching and youthful look for the brand. With this in view, it merged forces with rapper Shawn “Jay-Z” Carter and the design team of his “Rocawear” clothing label. Jay-Z was involved in all aspects of the marketing campaign, ranging from the design of the can – pink cherries with pierced centres sprinkled on a silver cityscape and black background – to the television advertisement featuring one of his songs. What’s more, Cherry Coke Zero debuted at an exclusive party thrown by the hip-hop icon during Fashion Week combined with the relaunch of Cherry Coke. The main objective of this partnership is to appeal more multicultural young consumers. That way, sales will increase and Cherry Coke Zero will be able to compete with its rivals Diet Wild Cherry Pepsi and Cherry Vanilla Dr Pepper.

Caroline De Bondt

Article:http://74.125.77.132/search?q=cache:hvXxDkrvz4AJ:www.bevnet.com/news/2007/02-06-2007-Cherry_JayZ.asp+cherry+coke+zero+jay-z&hl=nl&ct=clnk&cd=4&gl=be
Extra:http://www.youtube.com/watch?v=4v2hw0A_1rU&eurl=http://74.125.77.132/search?q=cache:cqRPfEQRYxcJ:streetknowledge.wordpress.com/2007/02/10/jay-z-helps-coke-pop-their-c

Coke Zero: a clear case of taste infringement

Last year, the Coca-Cola Company ran a remarkable campaign to promote its Coke Zero. The campaign started with a series of seven video clips which were posted on file-sharing websites, YouTube and cokezero.com. In the ads, two flagship brand executives tried to convince real lawyers on hidden camera to sue their Coke Zero co-workers for taste infringement. Shortly after, similar TV and radio commercials were aired.
The Coca-Cola Company came up with this idea because it wants soda drinkers to associate Coke Zero with Coke Classic, as its calorie-free version, and not with Coke Light. After all, Coke Zero is aimed at young male Coke Classic drinkers who want a healthier alternative and not at female diet freaks. Therefore, the company particularly used non-traditional media, like the Internet, where it can connect better with the brand’s target audience.

Caroline De Bondt

Article: http://www.nytimes.com/2007/03/05/business/media/05adcol.html?_r=1&fta=y
Video clips:
http://nl.youtube.com/watch?v=mrJ9hrAAeIU&feature=related
http://nl.youtube.com/watch?v=pv8YgrqUCVU
http://nl.youtube.com/watch?v=YS7qO8O5jLs&feature=related
http://nl.youtube.com/watch?v=qy4-zcGgxeI&feature=related
http://nl.youtube.com/watch?v=5D2fNmsLjfE&feature=related

The Zero Movement

The Zero Movement is a weblog where a guy urges other men to consume Coke Zero. The guy writes about why life is so full of stuff to do and how it would be so much nicer if there was zero to do. But don’t be fooled! This weblog is just another way of Coca Cola to attract people to drink Coke Zero. Steve Hall (writer of the article ‘Coke Lies, Misleads With Fake 'Zero' Blog’) points out some inconsistencies where he based his accusations on, but which I’ll be leaving out since this is only a short introduction to the ‘zero movement’-subject. As a reaction to the Zero Movement, a new weblog The Zero Movement Sucks was created. On this weblog two cynics, Jay and Zed, post regularly comments about the downsides of Coke Zero.

Remark: when you visit the weblog now, it is clear that Coca Cola is behind it, but that does not take away Coke’s initial abuse of the medium.

Name: Katrien Cooremans

http://www.adrants.com/2006/01/coke-lies-misleads-with-fake-zero.php

http://thezeromovementsucks.blogspot.com/

Coca-Cola Zero, the male version of Coca-Cola Light?

Many people think that Coke Zero is just the male version of Coke Light, but there's more to it. Although it's clear that Coke Zero targets male adults while Coke Light targets women, the recipe is also different. You can say that Coke Zero is a more recent version of Coke Light, with a taste that resembles the regular Coca-Cola better than the Light version. To put it in an easy way: Coke Zero contains less aspartame, but more acesulfame potassium (ace-k) than Coke Light (there are also other differences of course). And last but not least the male targeting of Coke Zero is also noticeable in its advertisements where the word 'calorie-free' is used instead of 'diet' and where women are often used as sex objects.

Name: Katrien Cooremans

http://en.wikipedia.org/wiki/Coca-Cola_Zero