Coke Zero begins appearing in some markets as early as middle of week of May 30. Spotter sees product in Missouri on Thursday, June 2. Reports 2-liter at Wal-Mart at 88¢, and 20-oz in C-stores at 89¢. Other spotter reports "lots of Coke Zero" in C-stores in Baltimore area weekend of June 3-5. National. Coke system executives say plan is to have "full national availability by week of June 13 in 20-oz, with take-home packaging to follow." Like Europe. Multiple Coke system executives say formula for Coke Zero is very similar to formula of Coke Light/Diet Coke in Europe.
Advertising; blast from past. Heavy sampling and advertising start 2nd half of June. Ad media will include TV, radio, movie theaters, internet. Ad tagline is "Everybody Chill." Additionally, to help introduce/promote Coke Zero, Coke plans to run a new ad "inspired by one of its great ads from the past," say executives. Several executives say old ad which will "inspire new one" is 1971 "Hilltop" which showed people on hilltop singing: "... I'd like to buy the world a Coke ..."
New product? Additionally, several sources says Coke and Nestlé -- via joint venture Beverage Partners Worldwide -- mull new functional beverage for possible 2006 introduction. Sources say nothing definite now, but confirm consideration is under way. Early this year, Nestlé applied in U.S. to trademark "Enviga." Trademark application covers multiple categories, including: nutritional and dietary supplements; tea-based preparations and beverages; iced tea; green tea; isotonic beverages.
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