THE COCA-COLA COMPANY
Coca-Cola is a soft drink made, produced and distributed by the 'Coca-Cola Company'. Coca-Cola have been responsible for creating one of the nations favourite soft drinks which we know and love today. Not only is Coca-Cola (or 'Coke' as many refer to it as) just one drink, it is many as drinks under the Coke brand name. The most common being 'Diet Coke' and 'Coke Zero' which are famous for the "lower in calories" slogan and "zero sugar".
Diet Coke is a sugar free soft-drink created and distributed by the 'Coca-Cola Company'. It was released to the public on 8th July, 1982 and was the first new Coke brand since 1886 - the beginning of the Coca-Cola company. The product itself was named and marketed at "the worlds top no-calorie drink". Between 2001-2006, new flavours of the popular soft drink were added such as 'Diet Coke Cherry Flavour', 'Diet Coke Vanilla' and 'Diet Coke with Lime.' Within most Diet Coke adverts or publicity posters/ flyers, the words "sugar" or "calories" is present which is a deliberate action done by the company to show the 'unique' advertising and selling point.
Diet Coke is known to be deliberately aimed at women. Over the years, the target market of the product (the specific age group) as changed however the specific gender (women) its aimed it hasn't. Today, Diet Coke is mainly aimed at teens or younger adults who are quite keen to try light and 'lower in calorie' products as weight and looks is a big thing in todays generation and a good way to market a product.
Coke Zero was distributed in 2005 and was the 2nd Coke product to take the Coca-Cola name. Coke Zero was and still is famous for its "zero sugar". The phrases "great taste" and "Zero sugar" appear in most and I think all coke zero ads as for a drink having no sugar is a fantastic selling point for the company. Coke Zero is primarily targeted toward young adult males and is often referred to as a "bloke coke". This idea is visible in most Coke Zero ads as for example, in this advert above, the man is confronted with his presumably ex. As soon as he takes a sip of the product, a 'more attractive' women comes along and 'rescues' him. Quite a lot of male 'wants' are also present in this ad such as attractive women and are shown as semi-nude during the advert which happens in some of the Coke Zero ads. Furthermore, most of the Coke Zero ads are quite sexually based as most of the time, the men are seemed to have some sort of 'fling' with one of the women or something along those lines. The reason for Coke Zero for being a "blokes coke" is because studies have shown that men would usually associate a product with the word 'diet' in being something for the opposite sex and therefore is marketed as 'calorie free'.
