understanding the shopper...

opportunity

Originally launched in the U.S. with a white design, Coca-Cola then decided to launch Zero into the Australian market. The target shopper was males wanting a full flavour offer.

solution

At Cowan, we think globally & act locally. We understand brands & shoppers. To make this brand effective and relevant for Australia, we recommended to make it black. We knew that males would respond well to it and that shoppers believe strength of colour equates to strength of taste.

result

The most successful FMCG launch in Australian history. The black Coke Zero was subsequently rolled out across the globe.