June 22, 2005

Then There's Tupelo...

The new Coke product, Zero, strikes me as the worst branding mistake since New Coke. For one thing it is taking away the tiny amount of shelf space allotted to Diet Cherry Coke, and it has already been difficult to obtain enough Slim Roys to keep up with the wee wifey's thirst. It also looks like a poor attempt to compete with Pepsi One.

Chaz is looking at another problem with the brand, which is that it is aimed at a market which does not respond well to being a target. He and his commentors compare this to the marketing of Japanese motor vehicles. This amuses me because I associate the name Zero with a Japanese company now best known for their automobiles.

Posted by triticale at June 22, 2005 12:48 AM
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