Bottlers on Coke Zero: 'Doing Great.' 'Lots of Trial.'
'Not a Wild Hit.' 'A Build Product.'
Coke Tweaks Ads.

Coke Zero has been in market for just over a month, and meaningful data won't be available for some time. However, source says Coke Zero's share in measured channels was just shy of 1.0 in last week of June. At recent investor meeting, Coke and CCE say Coke Zero has 18% trial with 47% repeat. Coke tells bottlers that Coke Zero "is flying out of stores, with velocity for the first four weeks ahead of all other launches."

Bottler views I. Bottlers generally positive on Zero, but express concern that ads/marketing don't adequately explain product attributes to consumers. BD asks Coke bottlers -- small, medium and large -- for early anecdotal impressions: 1) large bottler: "We're doing great with it. We have it in vending. 20-oz is selling well. It's bigger than Diet Coke With Splenda, and that's doing well." 2) small bottler: "We've been disappointed. The flavor is good, but it's moving pretty slowly. Maybe it's going to take some time. (Consumers) are confused about what it is." 3) mid-sized bottler: "It's doing pretty well. Consumers are responding well, but are asking, what's the proposition? We haven't yet told them clearly enough what it is."

Bottler views II. 1) large bottler: "People like it. But there are so many new products out there now from Coke and Pepsi. Some of our areas are doing well with it, others are more cautious. It may be a build product." Adds: "In the ads, we should be telling people at least for a while what (Coke Zero) is." 2) large bottler: "It's doing well, we're pleased." 3) large bottler: "Things are going well, but it's early. We're getting lots of trial. It seems to be going fine." 4) mid-sized bottler: "It's not a wild hit. Idon't think people know what it is. People are trying it. They don't know if it's a diet or what. The verdict is still out." 5) small bottler: "It's doing better than Diet Coke with Splenda, but there's no great excitement or buzz. I don't think some people know what it is, yet." Change in ads. Source says Coke has just changed Coke Zero TV ads to add line at end: "Real Coca-Cola Taste Plus Nothing." Aim is to help explain product. Caveat. It should be pointed out that marketing/advertising is just starting. Accordingly, these early anecdotal comments are just that.