business news in context, analysis with attitude

E. Neville Isdell, Coca-Cola's chairman/CEO, tells the Wall Street Journal for an article this morning that Coke Zero – promoted as more closely approximating the taste of Coke Classic than other diet drinks – is the company’s “most successful launch...of any brand in 20 years.”

To be fair, Coke Zero is still a small brand with just a one percent market share, just a fraction of that enjoyed by Coke Classic and Diet Coke. But the numbers suggest that it is not cannibalizing existing sales, which likely means it is bringing new consumers to the table. This seems to be the result of highly effective marketing/advertising program built around the theme of whether Coke could sue itself for ripping off Coke’s distinctive taste.
KC's View: