- THE MAGAZINE
- VERTICAL MARKETS
This summer, when Coke Zero fans want to pop the top on their favorite beverage, they no longer need to consult the hands of the clock. The brand is now being made available in an option without caffeine.
“Caffeine-free products are growing in popularity, making up nearly 30 percent of all sparkling beverage sales in the U.S.,” says Stuart Kronauge, head of sparkling, Coca-Cola North America Group. “By introducing Caffeine Free Coke Zero, we’re giving fans exactly what they want, making the brand accessible for enjoyment all day long.”
The launch of Caffeine Free Coke Zero is part of a broader strategy designed to make the fast-growing brand even more ubiquitous and available to consumers at any time throughout the day. Coke Zero has become increasingly visible in recent years through a variety of high-profile marketing initiatives, including:
- Sponsorship of the 2013 NCAA® Men’s Final Four®;
- Title co-sponsorship of ESPN's College GameDay, the annual season kick-off to the college football season; and
- Sponsorship of Coca-Cola Racing Family member Danica Patrick and her No. 10 Chevrolet SS in the NASCAR Sprint Cup Series
- Now, with the introduction of Caffeine Free Coke Zero, the brand itself has become big enough to span limitless occasions.
Caffeine Free Coke Zero will begin appearing on shelves in supermarkets, drug stores and mass merchants nationwide in mid-July, and will be available coast to coast in August. It will be packaged in 12-packs of 12-ounce cans and 2-liter bottles. In addition, the Coca-Cola will offer opportunities for people to sample the beverage.