• Ad Age, Tuesday, January 2, 2007 12:15 PM

Coca-Cola is planning a huge marketing campaign behind Coke Zero this year and will soon unveil new black packaging with a silver ribbon to boost shelf impact, according to an internal memo.

Coke Zero, which has no calories but claims a taste profile similar to flagship Coke "is critical to the health of the [Coca-Cola trademark] portfolio to transition males before they leave" the carbonated soft-drink category, the document says.

New advertising extending the theme of "Coke-ness" is expected to break in March via Crispin Porter & Bogusky, Miami. Other plans include a spring launch of Diet Coke Plus, fortified with vitamins and minerals, and Coca-Cola Cherry Zero.

Launched in June 2005, sales volume for Coke Zero rocketed 154% in mass channels, excluding Wal-Mart in the first nine months of last year, according to Beverage Digest, which makes it one of the best performers in the company's fizzy-drink portfolio.

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