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Coca-Cola Zero Sugar
Coca-Cola Zero Sugar
Coca-Cola Zero Sugar
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Coca-Cola Zero Sugar
20oz bottle of Coke Zero
TypeDiet cola
ManufacturerThe Coca-Cola Company
OriginUnited States
IntroducedJune 2005[1]
ColorCaramel E150d
FlavorCola
Variants
List
  • Coca-Cola Zero Cherry
  • Coca-Cola Zero Vanilla
  • Coca-Cola Zero Cherry Vanilla
  • Coca-Cola Zero Lemon
  • Coca-Cola Zero Lime
  • Coca-Cola Zero Raspberry
  • Coca-Cola Zero Peach
  • Coca-Cola Zero Orange
  • Coca-Cola Zero Orange Vanilla
  • Coca-Cola Zero Cinnamon
  • Caffeine Free Coca-Cola Zero
  • Coca-Cola Zero Starlight
Related productsDiet Coke
Websitecoca-cola.com/zero

Coca-Cola Zero Sugar, also known as Coca-Cola No Sugar, commonly known as Coke Zero, is a diet soda produced by the Coca-Cola Company.[2] The drink was introduced in 2005 as Coca-Cola Zero, designed to be a no-calorie equivalent of the company's flagship cola drink, Coca-Cola,[3] with artificial sweeteners in place to imitate the sugar taste.[4] It is distinct from the company's earlier Diet Coke product which was based on an entirely different formula.[3] In 2016–2017, the drink was reformulated and the name changed to Coca-Cola Zero Sugar (with language variations for some regions),[5] and the drink was reformulated again in 2021.[6]

History

[edit]

Coca-Cola Zero was Coca-Cola's largest product launch in 22 years and was also important because of a dip in standard Coca-Cola sales and lackluster sales of their "mid-calorie" product Coca-Cola C2.[7] The new product was ideated at the Spanish branch,[citation needed] turning Marcos de Quinto into one of the key people of the company.[8] The global campaign was developed by creative agency Crispin Porter + Bogusky.[9] It was marketed as having a taste that is indistinguishable from standard Coca-Cola, as opposed to Diet Coke, which has a different flavor profile.[10][11]

Original white (right) and following black (left) liveries of Coke Zero in 2007

Initially the drink was sold in the United States and Canada and branded in white packaging. However following its successful Australian launch in January 2006 where it used black packaging, the black was then also adopted for all other markets.[12] After its North American and Australian launches, it was released in Spain and then rolled out to further territories around the world.[13]

Beginning in June 2016, Coca-Cola Zero was relaunched in western Europe as Coca-Cola Zero Sugar with a new reformulation, namely in Belgium, France, Great Britain and the Netherlands.[14][15][16] The new formula was intended to taste more like standard Coca-Cola while emphasizing the lack of sugar content with the addition of "Sugar" in its full brand name. A year later, in 2017, the Coca-Cola Company announced that the new formula and name will be rolled out in the United States (and in other countries[17][18]), despite increasing sales of the existing drink there.[19][18][20] The announcement caused some vocal backlash from American consumers.[21][22] The Washington Post noted Coke Zero is very popular, and that fans compared the planned change to the launch of New Coke in 1985.[5] However, Beverage Digest executive editor Duane Stanford noted that it was very similar in flavor, and that the formula likely was tweaked only slightly as the ingredients list is the same. He noted that the rebranding was the main emphasis.[23] In Australia (where it was relaunched as "Coca-Cola No Sugar"), the new soda had trouble gaining initial acceptance but later became more popular.[24]

In July 2018, it was confirmed that the original formula would continue to be sold under the original Coke Zero branding in New Zealand alongside the Coke Zero Sugar product.[25] The original Coke Zero branding was finally phased out in 2022 alongside the local launch of the 2021 reformulation.[26]

In July 2021, the Coca-Cola Company announced that another reformulation of Coca-Cola Zero Sugar would be released throughout the U.S. in August and then throughout Canada in September.[6][27] The reformulation would be the same recipe that was already available in Europe and Latin America.[28][29] The company said the recipe would "optimize existing...flavors and existing ingredients" without requiring a change in the listed ingredients or nutritional information.[6] Along with the reformulation, the labeling was updated.[6] Around September 2024, the Coca-Cola Company further adjusted the formulation by adding Stevia.[30]

Branding and names

[edit]
A bottle and can with former "Coca-Cola Zero" branding

Originally the Coca-Cola Zero product packaging on cans and bottles consisted of the Coca-Cola logo in red script with white trim, with the word "zero" underneath, on a black background. The font for "zero" was the geometric typeface Avenir (or a customized version of it).[citation needed]

Later packagings, when the product took the name Coca-Cola Zero Sugar, swapped the colors, appearing in a red disc on a black background, as part of the company's "One Brand" wider rebranding to unify the Coca-Cola packagings closer together.[31] In overseas markets, the packaging instead matched the classic Coca-Cola red design with the addition of a black band around the top of the label with the text "zero sugar" (or non-English equivalent).[32] In 2021, after the reformulation, a new livery was introduced featuring the Coca-Cola logo in black against a red background,[33] although the color of the background changes for certain other flavors.

The "black band" 2017 branding (as "Coca-Cola Sin Azúcar") shown on a board in Mexico

With the rebrands and relaunches of Coca-Cola Zero in 2016 and 2017, various names were marketed for the product depending on region. In the United States and many other countries, it was branded as Coca-Cola Zero Sugar. On the other hand, in Australia it was named "Coca-Cola No Sugar", at least until 2023 when it was renamed for this market to match the international English-language name.[34] This name continues to be used in South Africa and Hong Kong.[35]

In many markets the name is translated and branded accordingly. For example in some countries of Latin America it is named "Coca-Cola Sin Azúcar"[36] (which translates into "without sugar") whereas in Spain it is named "Coca-Cola Zero Azúcar", in Brazil as "Coca-Cola Sem Açúcar" and in France as "Coca-Cola Sans Sucres".[37] Similarly in Norway it was branded as "Coca-Cola Uten Sukker" (meaning "without sugar") from launch in 2018 until 2023, when it adopted the "Zero Sugar" name in English. These branding decisions have been made in mind with how customers perceive and understand that the product has no sugar.[38]

Ingredients

[edit]

Listed ingredients

[edit]
Bottles of Coca-Cola Zero Sugar with current branding since 2021

All versions of Coca-Cola Zero Sugar sold in various countries are based on the same flavoring formula, and all are carbonated. One liter of Coca-Cola Zero Sugar contains 96 mg caffeine.[40] Additionally, artificial sweeteners are used. In the U.S., this includes aspartame and acesulfame potassium.[41] However, the exact combination of sweeteners and preservatives used varies from market to market. Compared to Diet Coke, Coca-Cola Zero Sugar contains less caffeine, and uses acesulfame potassium and aspartame as sweeteners, while Diet Coke uses only aspartame as a sweetener. In addition, Coca-Cola Zero sugar contains potassium citrate unlike Diet Coke and does not use citric acid like Diet Coke.[42]

Scientific studies consistently confirm aspartame and acesulfame potassium can be safely consumed.[43]

Marketing

[edit]
A Coca-Cola Zero Sugar billboard in Hudson Yards, Manhattan in 2017

Coke Zero was originally specifically marketed to men, who are shown to associate "diet" drinks with women, and therefore[44] was primarily marketed towards young adult males.[45][46] In the US, advertising for Coca-Cola Zero has been tailored to its targeted market by describing the drink as "calorie-free" rather than "diet", since young adult males are said to associate diet drinks with women.[46] This same approach was previously taken by Coca-Cola's rival which introduced Pepsi Max in 1993 as a diet soda but marketing to males. In 2007, the male-oriented advertising was dropped in favor of the tagline "Great taste, zero sugar."[47]

US marketing also emphasized its similarity in taste to sugared Coca-Cola; an advertising campaign for the beverage focused on Coca-Cola executives who were so angry over the drinks' similarities, they were considering suing their co-workers for "taste infringement".[46] Continuing the theme, a Coca-Cola Zero ad aired during Super Bowl XLIII parodied Coke's iconic "Hey Kid, Catch!" commercial, which is interrupted by two Coca-Cola "brand managers" accusing Troy Polamalu of "stealing" their commercial.[48][49]

In Australia, the product's launch was promoted by a fake front group; the campaign included outdoor graffiti and online spamming that mentioned a fake blog.[50][51] Once exposed, consumer advocates assailed the campaign as misleading and established the Zero Coke Movement[52] to comment on the ethics of Coke's activities.[53]

Coca-Cola Zero sponsors Bundesliga club Borussia Dortmund, the NASCAR Cup Series Coke Zero Sugar 400 at Daytona International Speedway in August, and also the Suzuka 8 Hours in Japan, a motorcycle endurance race.[54]

In 2013, Coca-Cola swapped the logo on Coca-Cola, Diet Coke, and Coke Zero bottles and cans in many European countries with 150 of the most popular local names for a summer-long "Share a Coke" campaign.[55] The same campaign was used in North America the following summer.

For Christmas 2013, Coke Zero launched an interactive website that allowed people to customize the designs of their Christmas sweater,[56] which have a significant role in United Kingdom Christmas traditions.[57] On the website, people could detail the cut, pattern, and icons for their sweater,[58] and join a popularity contest.[59] Users could choose designs from Christmas trees and Santa's head to reindeer, sleighs, and turkeys.[60] This initiative was tied to a social media campaign,[61] where the top 100 sweater designs with the most votes were manufactured and shipped to the contest winners.[62] According to the Coca-Cola Company, the website generated nearly 42,000 sweater designs in its first four days.[63]

Sales

[edit]

As of 2024, Coke Zero is the seventh best selling soda in the United States and has had the largest rise in market share in the United States among sodas since its introduction in 2005.[64]

Variants

[edit]

Standard

[edit]
Name Launched Notes Photo
Coca-Cola Cherry Zero Sugar 2007 Coca-Cola Zero Sugar with cherry flavor. The drink was first introduced in the United States in Late-January 2007 prior to its official debut which occurred on February 7, 2007, at New York Fashion Week.[65]
Coca-Cola Vanilla Zero Sugar 2007 Coca-Cola Zero Sugar with additional vanilla flavor. Introduced in the US in June 2007[66] concurrently with the relaunch of Coca-Cola Vanilla, and has since been launched elsewhere.
Coca-Cola Zero Sugar Zero Caffeine 2010 Coca-Cola Zero Sugar without caffeine (formerly marketed as "Caffeine-Free Coca-Cola Zero Sugar"). First released in France in February 2010 as Coca-Cola Zero Sans Caféine[67] It was later released in Japan as Coca-Cola Zero Free in April 2010.[68] In Israel, The Netherlands, Belgium, Greece and Luxembourg as Coca-Cola Zero Caffeine Free since the start of 2011 and in the US since July 2013. In Great Britain it is referred to as Coca-Cola Zero Zero.[69]
Coca-Cola Lemon Zero Sugar 2017 Coca-Cola Zero Sugar with additional lemon flavor. It has been sold since 2017 in a number of countries mainly in Europe.
Coca-Cola Peach Zero Sugar 2018 Coca-Cola Zero Sugar with peach flavor. Released in Great Britain in 2018,[70] Australia and Lithuania in 2019[71][72]
Coca-Cola Clear 2018 A 'clear' version of Coca-Cola Zero Sugar, with a hint of extra lemon. Released in Japan in 2018.
Coca-Cola Raspberry Zero Sugar 2018 Coca-Cola Zero Sugar with raspberry flavor, first released in Norway and since then in some other countries.
Coca-Cola Cinnamon Zero Sugar 2018 Coca-Cola Zero Sugar with extra cinnamon flavor. Released in Britain, Czechia, Poland, Lithuania and Estonia in 2018 for the Christmas period.[73][74]
Coca-Cola Stevia No Sugar 2018 Coca-Cola Stevia No Sugar was a variant that used stevia as its sole sweetener. Replaced Coca-Cola Life in New Zealand on 7 May 2018.[75] Product lineups of Coke No Sugar and the still-lingering-in-this-region original incarnation of Coke Zero were both phased out completely in New Zealand as of June 2022, and replaced with the reformulated & rebranded Coke Zero Sugar product line.[76]
Coca-Cola Orange Vanilla Zero Sugar 2019 Coca-Cola Zero Sugar with orange and vanilla flavors, first released in 2019.[77]
Coca-Cola Energy Zero Sugar 2019 Coca-Cola Zero Sugar with ingredients found in other Energy Drinks. First launched in 2019 and since expanded to other countries.[78][79][80][81]
Coca-Cola Lime Zero Sugar 2019 Coca-Cola Zero Sugar with a Lime flavor.
Coca-Cola Cherry Vanilla Zero Sugar 2020 Coca-Cola Zero Sugar with cherry and vanilla flavors. Released in the United States on February 10, 2020.
Coca-Cola Orange Zero Sugar 2020 Coca-Cola Zero Sugar with orange flavor.[82]
Coca-Cola Zero Mango 2020 Coca-Cola Zero Sugar with mango flavor. Available only in Israel.[83]
Coca-Cola Zero Calories Lemon-Lime 2021 Coca-Cola Zero Sugar with a Lemon and Lime flavor. Available only in Jordan.

Coca-Cola Creations

[edit]
See also: Coca-Cola Creations
Name Launched Notes Photo
Coca-Cola Starlight Zero Sugar 2022 Coca-Cola Zero Sugar with "space-inspired" flavorl also branded Coca-Cola Intergalactic in some markets.[84]
Coca-Cola Marshmello Zero Sugar 2022 Coca-Cola Zero Sugar flavored with watermelon and strawberry. Created in collaboration with electronic music producer/DJ Marshmello.
Coca-Cola Dreamworld Zero Sugar 2022 Coca-Cola Zero Sugar with a mystery "dreams-inspired" flavor. Romanian Coca-Cola Creations cans.
Coca-Cola Movement Zero Sugar 2023 Coca-Cola Zero Sugar with a mystery "transformation" flavor, also branded Coca-Cola Movement in some markets. Created in collaboration with Rosalía.
Coca-Cola Ultimate Zero Sugar 2023 Coca-Cola Zero Sugar with a mystery "+XP" flavor. Created in collaboration with League of Legends developer Riot Games.[85]
Coca-Cola 3000 Zero Sugar 2023 Coca-Cola Zero Sugar with a "future-inspired" flavor co-created with AI.
Oreo Coca-Cola Zero Sugar 2024 Limited edition variant of Coca-Cola made in collaboration with Oreo, sold in 35 countries worldwide.[86][87][88]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Coca-Cola Zero Sugar

View on Grokipedia
from Grokipedia
Coca-Cola Zero Sugar is a no-calorie, sugar-free beverage produced by , formulated to deliver a taste profile closely resembling the original while using artificial sweeteners in place of sugar. Originally launched in the United States in June 2005 as Coca-Cola Zero, the product was developed as a low-calorie alternative to the flagship , targeting consumers seeking a diet option without the traditional "diet" branding. It quickly gained popularity, becoming one of the company's most successful introductions since . In July 2017, the formula was reformulated to enhance its flavor, making it even closer to the classic Coca-Cola taste, and the name was updated to Coca-Cola Zero Sugar to better highlight its zero-sugar attribute; this change rolled out first in the U.S. and later internationally. The reformulation optimized the blend of existing ingredients, including and as sweeteners, without introducing new components. In 2025, leaf extract was added to the formula as an additional sweetener. Key ingredients include carbonated water, caramel color, phosphoric acid, aspartame, potassium benzoate (to protect taste), natural flavors, potassium citrate, acesulfame potassium, stevia leaf extract, and caffeine, resulting in zero calories, zero sugar, and approximately 34 mg of caffeine per 12-ounce serving, comparable to regular Coca-Cola. The product is available in various formats, including cans, bottles, and fountain dispensing, and has expanded to over 150 countries worldwide since its debut. Coca-Cola Zero Sugar has seen sustained growth, with unit case volume increases reported at 14% in the first quarter of 2025, driven by demand for low-sugar options across global markets. It is offered in multiple flavors, such as and cherry, and continues to play a key role in the company's portfolio of healthier beverage choices.

History and Development

Origins and Launch

In the early 2000s, developed Zero as a response to increasing consumer demand for zero-calorie beverages that avoided the "diet" label associated with , which was perceived as targeted primarily at women. The product was created to appeal to a broader audience, particularly males seeking a low-calorie option without the stigma of traditional diet branding. Initially named Coca-Cola Zero, it was formulated to closely mimic the taste of the original while containing no calories. Coca-Cola Zero launched in the United States in June 2005, marking the company's most significant new product introduction since in 1982. Positioned specifically for males who shunned "diet" connotations, the beverage featured distinctive black packaging to differentiate it from lighter-colored diet variants and emphasize its bold, full-flavored profile. Early marketing campaigns highlighted its equivalence to the classic taste, achieved through a blend of and as sweeteners, which provided a balanced sweetness without the aftertaste common in some diet sodas. The initial rollout began in in 2005, followed by expansion into in 2006 and select Asian markets between 2006 and 2007. This global introduction was supported by tailored regional marketing to capitalize on growing health-conscious trends. Sales milestones were impressive from the outset, with double-digit unit case volume growth reported in the first full year and the product quickly establishing itself as a key driver of Coca-Cola's sparkling beverage portfolio.

Reformulations and Rebranding

In 2017, reformulated its zero-calorie cola—originally introduced in 2005 as Coca-Cola Zero—with an optimized flavor blend to provide a taste closer to the original while preserving its zero-sugar and zero-calorie attributes. This update was paired with a to Coca-Cola Zero Sugar across most markets, emphasizing the absence of sugar to better communicate its nutritional positioning and broaden consumer appeal. The changes were driven by consumer feedback highlighting taste differences from the classic formula, alongside competitive dynamics in the zero-calorie segment from products like Pepsi Max. Regional adaptations accompanied the global shift; for instance, in , the product was rebranded as Coke No Sugar in June 2017 to align with local preferences for straightforward naming in the low-sugar category. The U.S. launch followed in August with updated black packaging featuring the iconic red disc, building on prior successes in over 25 markets such as and , where the reformulated version had already spurred double-digit volume increases. A subsequent reformulation in 2021 further refined the recipe by optimizing the existing flavor blend—without modifying the core ingredients like and —to enhance the overall taste profile and narrow the sensory gap with original , particularly in and aftertaste. These adjustments stemmed from continued consumer research emphasizing the desire for an even more authentic experience, supporting ongoing growth in the low- and no-sugar beverages sector. The update debuted in and early in 2021 before a full North American rollout in August, marking a global expansion that has been credited with driving category-leading performance for the brand. No major formula change to Coca-Cola Zero Sugar occurred in 2025 or early 2026. However, in January 2025, a minor adjustment was made with the addition of stevia leaf extract as an additional sweetener in some markets, particularly the United States.

Product Composition

Ingredients and Formulation

Coca-Cola Zero Sugar is formulated with a blend of primary sweeteners , (Ace-K), and extract to achieve a zero-calorie profile while mimicking the taste of the original sweetened with . provides an initial burst of similar to sugar, while Ace-K contributes a lingering that helps replicate the and flavor profile without adding calories. This combination is specifically engineered to closely emulate the original product's taste experience, as confirmed by Coca-Cola's product development statements. The core ingredients include as the base, for visual appeal, for tartness and preservation, , to protect taste, natural flavors, potassium citrate as a buffering agent, , and (at approximately 34 mg per 12 fl oz serving). The formulation maintains an acidic level of around 2.96, contributing to its characteristic tanginess and stability. Compared to , which relies solely on for sweetness and includes , Coca-Cola Zero Sugar employs a different ratio of to Ace-K along with potassium citrate and extract to better mask aspartame's potential aftertaste and achieve a bolder, more cola-like flavor. This distinction allows Zero Sugar to more closely align with the original Coca-Cola's profile rather than 's lighter taste. Due to the presence of , which breaks down into , Coca-Cola Zero Sugar carries a mandatory warning label for individuals with (PKU), alerting them to the content. This disclosure is required on all aspartame-containing products in the United States. In 2021, the formulation underwent tweaks to further optimize the sweetener blend and flavors for enhanced taste similarity to the original. In January 2025, extract was added to the blend in the United States.

Nutritional Profile

Coca-Cola Zero Sugar contains zero calories per 12-ounce (355 ml) serving, achieved through the use of non-nutritive sweeteners such as , , and extract, which provide sweetness without contributing energy. This formulation results in no macronutrients, including 0 grams of total fat, 0 grams of total carbohydrates (with 0 grams of sugars), and 0 grams of protein, making it a suitable option for calorie-restricted diets. The beverage includes 40 mg of sodium per 12-ounce serving, contributing about 2% of the daily value based on a 2,000-calorie diet, along with 60 mg of , which is 1% of the daily value. It provides 34 mg of , equivalent to roughly 9% of the recommended maximum daily of 400 mg for healthy adults, but contains no significant vitamins or minerals.
NutrientAmount per 12 oz (355 ml) Serving% Daily Value*
Calories0-
Total Fat0 g0%
Sodium40 mg2%
Total Carbohydrates0 g0%
0 g0%
Total Sugars0 g-
Added Sugars0 g0%
Protein0 g-
60 mg1%
34 mg-
*Based on a 2,000-calorie diet. Due to its zero-carbohydrate and zero-sugar profile, Coca-Cola Zero Sugar is compatible with low-carb and ketogenic diets, as well as suitable for individuals managing diabetes when consumed in moderation, though those with phenylketonuria (PKU) must avoid it because of its aspartame content, which breaks down into phenylalanine. The product is certified kosher by organizations such as STAR-K in the United States and considered suitable for halal diets in many regions based on its ingredients, with formal certifications in select countries. Regarding health considerations, regulatory bodies including the FDA and WHO's Joint FAO/WHO Expert Committee on Food Additives (JECFA) have affirmed the general safety of , the primary sweetener, at levels of 50 mg/kg body weight (FDA) and 40 mg/kg (JECFA) as of 2025, with no safety concerns for the general population when used under approved conditions; however, the International Agency for Research on Cancer (IARC) classified it as possibly carcinogenic (Group 2B) based on limited evidence, though this does not alter consumption guidelines for typical intake from products like Coca-Cola Zero Sugar.

Branding and Packaging

Logo and Visual Identity

The logo for Coca-Cola Zero Sugar was introduced in as part of a global effort that renamed the product from Coke Zero and aligned its visual identity more closely with the flagship brand. This update featured the iconic logo of positioned above the words "Zero Sugar" in a clean, bold , creating a unified appearance that emphasizes the product's zero-calorie attribute while maintaining brand heritage. The color scheme incorporates the signature Coke Red disc as a central element against a predominantly background, accented with silver and white for contrast, which distinguishes it from the silver-dominated palette of . In 2021, the underwent a simplification as part of a broader packaging refresh, retaining the red and black elements but streamlining the layout to highlight the in for Zero Sugar variants. Typography remains rooted in the custom Spencerian script for "Coca-Cola," a flowing style trademarked since the late , paired with the minimalist for "Zero Sugar" to convey modernity and accessibility. The integrates the Dynamic Ribbon—a wave-like graphic element derived from the contour bottle shape and introduced in —as a subtle feature, often appearing in promotional contexts to evoke brand dynamism, and it is protected under The Coca-Cola Company's extensive global portfolio. Regional adaptations maintain the core logo structure but incorporate localized text, such as "Zéro Sucres" in to reflect the product's name in French while preserving the and color scheme.

Packaging Design and Sizes

Coca-Cola Zero Sugar is available in a variety of standard formats, including 12 fl oz aluminum cans, 20 fl oz plastic bottles, and 2-liter bottles, often sold in multipacks such as 12-packs of cans and 24-packs of bottles. The product's packaging incorporates the iconic contour bottle shape for larger sizes like the 20 fl oz and 2-liter options, featuring fluted lines that enhance grip through a texture. Following the 2017 , cans adopted a with backgrounds and black lettering to convey a premium feel, while both aluminum cans and PET plastic bottles are fully recyclable. In March 2024, the company introduced 20 fl oz bottles made from 100% recycled PET in the United States for products, including Zero Sugar. Additional size variations include 7.5 fl oz mini cans for on-the-go consumption and 16.9 fl oz shareable bottles. The product is also offered as syrup, which can be dispensed in servings ranging from 12 fl oz to 64 fl oz depending on venue equipment. In terms of , as of 2024, reported 99% of its primary as recyclable globally, advancing toward its 2018 commitment of 100% recyclability by 2025 in key markets, though some related goals have been extended to 2035. Aluminum cans and PET bottles achieve high recyclability rates. has developed prototypes for plant-based bottles made from 100% bio-derived PET in collaboration with partners to reduce reliance on fuels. Since around 2020, some packaging labels have included QR codes that enable (AR) experiences, such as interactive digital content or promotional activations when scanned.

Marketing and Promotion

Advertising Campaigns

Upon its launch in 2005 as Coca-Cola Zero, the product's advertising emphasized its similarity to the original formula while highlighting the absence of and calories, under the "Real Coke Taste, Zero ." Early campaigns from 2005 to 2016 targeted male consumers through themes of adventure and competition, featuring athletes and gamers in spots that positioned the drink as a bold, no-compromise alternative to sugary sodas. For instance, a 2007 television commercial depicted a fictional where the original "sues" Zero for infringing on its taste, underscoring the product's authentic flavor profile. In 2017, rebranded the product as in the United States, launching a global integrated campaign that promoted a refined for an even closer match to the classic Coke taste, supported by television, digital, radio, outdoor, and efforts. The rebrand included updated with prominent "zero " messaging and red accents to align more closely with the flagship brand's visual identity, aiming to broaden appeal beyond its initial male-focused positioning. The 2021 reformulation of introduced further taste optimizations using existing ingredients to enhance its resemblance to original , accompanied by the "Best Coke Ever?" campaign that highlighted the improved flavor through humorous, relatable scenarios. This effort leaned heavily into digital channels, including and , where and influencer partnerships encouraged fans to share taste-test experiences and comparisons. Notable promotional series included the 2018 expansion of the "" initiative to incorporate Coca-Cola Zero Sugar, featuring personalized bottles and cans with names, nicknames, and summer-themed messages to foster social sharing and experiential marketing activations like interactive vending installations. Since 2019, holiday-themed advertisements have integrated Zero Sugar into seasonal narratives, such as adaptations of the iconic "Holidays Are Coming" campaign with trucks and festive visuals, alongside "" promotions timed for winter gifting. By 2025, 's mix had shifted toward digital and experiential media, with significant investments in social platforms and sponsorships, including an ongoing partnership with and sponsorship of the for gaming-integrated promotions. These efforts reflect a broader allocation within 's $5.146 billion global spend in 2024, prioritizing zero-sugar variants to drive growth amid health-conscious trends. In 2025, campaigns included sports-focused promotions such as the March Madness "" ads celebrating fans' dedication, a initiative saluting away-team supporters, and a global Star Wars collaboration titled "Refresh Your Galaxy." Additionally, the holiday campaign featured an AI-generated ad that drew backlash for its use of generative AI.

Target Audience and Strategies

Coca-Cola Zero Sugar primarily targets young adults aged 18 to 34, with a particular emphasis on males who prefer low-calorie options that avoid the "diet" label associated with traditional sugar-free beverages. This demographic seeks full-flavored alternatives to regular soda without compromising on taste or image. By the early 2020s, the brand broadened its focus to include health-conscious , capitalizing on growing demand for zero-sugar products among those prioritizing wellness and balanced lifestyles. The product's positioning strategy emphasizes delivering the "full-sugar taste" of original , distinguishing it from Diet Coke's lighter profile and perceived female-oriented branding to attract a broader, more masculine-leaning audience initially. Post-2021, intensified efforts toward inclusivity, promoting Zero Sugar as a versatile option appealing to all consumers regardless of . Distribution tactics include strategic partnerships with fitness centers and gyms through initiatives like ParkLives, which offer free physical activities to align with health-focused consumers, alongside widespread availability in convenience stores and vending machines for on-the-go access. Since the mid-2010s, the brand has leveraged platforms such as Amazon and , featuring bundled packs to encourage online trials and repeat purchases. Pricing is set at parity with regular , typically ranging from $1 to $2 per can in the market, to maintain accessibility while reinforcing premium taste equivalence. Promotional discounts are frequently deployed to lower barriers for new users and stimulate trial among target demographics. For global adaptation, tailors Zero Sugar marketing to regional preferences, such as extensive soccer sponsorships in —including partnerships with the and events—to connect with sports enthusiasts. In Asia, the brand has integrated K-pop culture through limited-edition flavors and collaborations with artists like and , enhancing appeal among younger, trend-driven consumers by 2025.

Variants and Product Line

Core Variants

Coca-Cola Zero Sugar's core variants encompass the standard original formula and key extensions that maintain the product's zero-calorie profile through artificial sweeteners like and , delivering a taste close to the classic without sugar. These variants are designed for broad availability, with the lineup typically limited to 3-5 options globally, depending on regional preferences and market demand. The formulations share processes with the base product to optimize production and ensure consistent quality across the line. The Cherry variant, introduced in 2007, incorporates natural cherry essence into the zero-sugar base, offering a year-round option in the United States and select international markets such as . This extension provides a fruity twist while preserving the core carbonated experience and zero-calorie commitment. The Vanilla variant, launched in 2008, features bean extract blended with the same base, gaining popularity in multipack formats for convenient consumption. It remains a staple in various markets, appealing to consumers seeking a smoother, dessert-like profile without added calories. The Orange Cream variant, launched in February 2025 in the US and , fuses the classic taste with orange and flavors, available in zero-sugar version as a permanent addition to the lineup. Additional permanent variants include Lime, rolled out in the 2010s as a citrus-infused option available in select regions, and a regional flavor primarily in , where it debuted around 2018 to cater to local tastes for fruit-forward beverages. The Caffeine-Free version, announced in April and available nationwide in the by mid-July, eliminates while retaining the full flavor, targeting evening or caffeine-sensitive consumers. All core variants adjust sweetener blends to uphold the zero-calorie standard, ensuring alignment with the brand's health-conscious positioning.

Special Editions and Collaborations

Coca-Cola Zero Sugar has been featured in the platform, a global innovation initiative launched in February 2022 to introduce limited-edition flavors aimed at younger consumers through experimental and culturally relevant concepts. These variants are typically available for 6 to 12 months and often incorporate unique packaging, digital experiences, and thematic inspirations. The first release, Coca-Cola Starlight Zero Sugar, debuted in February 2022 as a space-inspired flavor described by the company as tasting like "a comet hitting the atmosphere," blending the classic cola profile with subtle fruity notes. In July 2025, Coca-Cola Starlight returned exclusively at in the as part of the limited-time Starlight Munchie Meal, featuring the space-inspired flavor without Creations branding. Subsequent entries included Coca-Cola Byte Zero Sugar in April 2022, a gaming-themed variant with pixelated, energy drink-like citrus and berry undertones, initially rolled out in and select online markets in the . In September 2023, Coca-Cola Y3000 Zero Sugar arrived as a futuristic flavor co-created with , evoking a blend of classic cola and ethereal, otherworldly fruit essences, distributed for a limited time in the , , , , and . Collaborations have extended Coca-Cola Zero Sugar into entertainment and pop culture partnerships, often tying flavors or packaging to specific franchises or artists. In June 2023, Coca-Cola partnered with for Coca-Cola Ultimate Zero Sugar, a League of Legends-inspired edition with a "+XP" flavor profile featuring fruity and spicy notes to mimic in-game energy boosts, accompanied by digital collectibles and AR experiences for gamers. The 2022 team-up with DJ produced Marshmello's Limited Edition Coca-Cola Zero Sugar, infusing strawberry and watermelon flavors to reflect the artist's music, with special cans and a companion NFT collection. In August 2024, a crossover with resulted in Coca-Cola Zero Sugar Oreo Limited Edition, a fizzy cookie-flavored variant combining with cream and subtle chocolate hints, paired with reciprocal Oreo cookies tasting of Coca-Cola; this "besties" campaign emphasized friendship themes through co-branded packaging. Packaging-focused collaborations include the 2024 Coca-Cola x Marvel: The Heroes series, featuring over 30 character illustrations on Zero Sugar cans and bottles, such as and , to celebrate fandom without altering the flavor. A 2025 partnership with Star Wars introduced collectible Zero Sugar bottles with character designs like , promoting community through AR activations. Regional and seasonal specials adapt to local preferences and holidays, often testing natural sweeteners or festive profiles. In 2023, introduced No Sugar across , a zero-calorie variant blending stevia leaf extract with the standard formula to appeal to demand for plant-based options, representing about 10% of the regional Zero Sugar volume. Holiday editions, such as the 2025 Holiday Creamy launched in early , infuse smooth vanilla notes for seasonal enjoyment, available in cans and bottles nationwide in the with festive . These limited releases are distributed exclusively through select retailers, online platforms, and sometimes vending machines, featuring eye-catching designs like metallic finishes or thematic graphics to enhance collectibility. Among discontinued specials, the with Coffee Zero Sugar variant, introduced in 2019 as a merging with dark roast for an energy boost, was phased out in the by November 2022 to refocus on core Zero Sugar growth, though it remained available internationally in some markets. Such editions serve to explore market trends like functional drinks and natural ingredients, informing future innovations in the Zero Sugar lineup.

Market Performance and Reception

Sales and Global Availability

Coca-Cola Zero Sugar has experienced substantial sales growth since its rebranding in 2017 from Zero, building on the original product's milestone of reaching $1 billion in annual retail sales by 2010. The brand has become a key driver within The Company's portfolio amid rising demand for low-calorie beverages. This growth was particularly evident in early 2025, with a 14% increase in unit case volumes during the first quarter, fueled by the ongoing trend toward zero-sugar options. Growth continued into the third quarter of 2025, with another 14% increase in unit case volume. The product contributes significantly to the company's low- and no-calorie sparkling beverage volumes, with particularly strong performance in key regions. , it holds a leading position in the zero-sugar carbonated segment, while it performs well in and , where consumer preferences for diet alternatives have boosted its penetration. This market positioning underscores its role in diversifying the company's sparkling beverage lineup. Coca-Cola Zero Sugar is available in over 150 countries and territories worldwide, supported by production at more than 900 bottling plants operated through 's network of partners. Regional adaptations enhance its accessibility. These efforts ensure broad distribution through traditional retail, convenience stores, and emerging channels. Competitively, Coca-Cola Zero Sugar outperforms in most major markets, capturing a larger share of the zero-calorie category through superior volume and distribution.

Consumer Response and Criticisms

Coca-Cola Zero Sugar has received positive feedback from following its 2021 reformulation, which aimed to make the taste even closer to the original . Fans have praised the updated formula for its improved flavor profile, with the product's marketing campaigns highlighting it as the "best Coke ever" based on global consumer support. By 2025, the beverage holds an average customer rating of 4.5 out of 5 stars on Amazon, reflecting broad approval for its refreshing, zero-calorie appeal. Criticisms of Coca-Cola Zero Sugar have centered on its earlier reformulations and ingredient concerns. The 2017 rebranding and recipe tweak from Coke Zero to Coca-Cola Zero Sugar drew backlash from loyal drinkers who described the new taste as "off" or less satisfying compared to the original. This change upset some consumers, prompting online discussions and calls to revert to the previous version. Additionally, ongoing debates about aspartame, one of its key sweeteners, intensified after the World Health Organization's International Agency for Research on Cancer classified it as possibly carcinogenic to humans (Group 2B) in 2023, based on limited evidence linking it to liver cancer; however, the Joint FAO/WHO Expert Committee on Food Additives reaffirmed its safety for typical consumption levels, with an acceptable daily intake of 0–40 mg/kg body weight. Consumer studies and informal taste tests have highlighted preferences for Coca-Cola Zero Sugar over alternatives like . In blind taste comparisons, participants often rate Zero Sugar higher for its smoother, sweeter profile that more closely mimics regular , without the lighter aftertaste associated with . The product has built loyalty among fitness enthusiasts seeking low-calorie options that align with balanced lifestyles, contributing to its appeal in wellness-focused markets. In taste comparisons to the original Coca-Cola, Coca-Cola Zero Sugar is formulated to closely mimic its flavor profile using a blend of artificial sweeteners—aspartame and acesulfame potassium—in place of sugar. However, many consumers perceive a slightly different taste, often describing it as less sweet with a distinct aftertaste from the artificial sweeteners. As a result, numerous consumers prefer the original Coca-Cola for its authentic sugary cola taste. Consumer reports in 2025 varied, with some noting minor differences potentially due to batch variations, though no official reformulation was confirmed in 2025 or early 2026. Controversies surrounding Coca-Cola Zero Sugar include reactions to its 2021 formula adjustment, which sparked consumer worries about potential taste alterations similar to past changes, leading to social media outcry and demands to preserve the prior recipe. Environmental concerns have also targeted the product's plastic packaging, with Coca-Cola identified as the world's worst plastic polluter for six consecutive years through 2023, responsible for over 100 billion single-use plastic bottles annually that contribute to and pollution. Over time, consumer satisfaction with has improved, indicating stronger acceptance and positive experiences post-reformulation.

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