Magazine article Marketing

Coke Zero Share Slides to Lowest since 2006

Magazine article Marketing

Coke Zero Share Slides to Lowest since 2006

Article excerpt

Coke Zero's market share has fallen to its lowest level since December 2006, despite multimillion-pound tie-ups with the latest James Bond film and footballer Wayne Rooney.

The Coca-Cola sub-brand, which made its debut in July 2006 and was backed by a pounds 10m launch investment, is struggling to penetrate the soft-drinks market. In the week to 27 December 2008 the brand's market share fell to 3.2%, according to Nielsen, its lowest for two years. The drink recorded its worst market share result of 3.1% in December 2006.

Between April 2006 and the end of November last year, Coke spent almost pounds 17m on marketing Coke Zero across TV, outdoor, press and radio. The product's first major marketing campaign, created by VCCP, broke in July 2006 and in the 16 weeks immediately after its introduction, Zero's UK sales reached pounds 24.1m.

At the drink's launch, Coca-Cola claimed that it completed 'the Coke trilogy' and would be as big as Diet Coke within 10 years. Diet Coke had a market share of 25.8% for the week to 27 December 2008.

A spokeswoman for Coca-Cola GB said: 'Unlike Coke and Diet Coke which have been around for a long time, Coke Zero is a young brand. …

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