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) »