• Ad Age, Wednesday, January 3, 2007 10:30 AM

Coca-Cola Zero is about to be the subject of a huge marketing push by its parent in an attempt to lift the sagging cola business. According to an internal company document obtained by the trade magazine, Coca-Cola Co. has big plans for the brand this year--spending $13 million advertising on NCAA games alone--to retain cola drinkers.

The product, which has no calories but claims to taste 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. And to pull that off, "Coke Zero will continue to be supported at even higher levels in 2007, building it into the next mega-brand."

Coca-Cola declines comment, but the company is sparing little expense, rolling out new black packaging with a silver ribbon. It also has a varied media schedule on tap with almost year-round national TV and digital support, including the NCAA, national print around fall football and a sponsorship of Notre Dame football. It will also be running ads on "Grey's Anatomy," "24," MTV and late-night talk shows, along with concentrated radio buys in 20 markets.

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