Around the Net

Zero Is Putting Up Good Numbers For Coke

Coke Zero has sold more than 100 million unit cases since its June 2005 debut, making it Coca-Cola's most successful launch in 20 years. The success of the no-calorie soda made from the Coke formula and a blend of artificial sweeteners comes after a series of flops--and a move by consumers toward other beverages.

Some outsiders see signs of a bigger turnaround that reflects improving product development by Coke scientists, snazzier marketing and patched-up relations with bottlers. Katie Bayne, CMO for Coke's North American business, says company officials are meeting monthly with bottlers to analyze consumer feedback and swap ideas on how to sell more Coke Zero. In previous launches, "we'd just put it out there," she concedes.

Analysts say much of the rise is a result of strong growth in emerging markets where consumers aren't bored by sodas. But they remain concerned about whether the company can reverse declines in soda sales in its flagship market, North America.

advertisement

advertisement

Read the whole story at The Wall Street Journal (subscription required) »

Next story loading loading..