From white to black

It has been just over two years since the Coca-Cola Company launched its "Bloke Coke" into the UK market but the results are not that high.
It’s the Australian marketing campaign who is responsible for the new Coke Zero hype. Their target are men between 15 and 25 years old. That’s the reason why the colour of Coke Zero changed from white to black.
The new campaign is working successfully, in at least 2 months their shares have risen to 19 percent. The same strategy is also used in Europe.
Coke Zero, the solution to obesity fears among young men, has now attracted more of the target consumers to the market. You ain’t a real man ‘till you drank the Black Coke.

Cornelis Silke

http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=52839&u=pg_dtl_art_news&m=pg_hdr_art