While carrying my full shopping basket to the register at Publix recently, I spotted some trial-size bottles of Cherry Coke and Cherry Coke Zero. The bottles, which were about half the size of a regular 20-ounce drink, sported a new label: a cityscape in front of a pink, fading background. My curiosity sparked, I searched online at home about this new design. I know redesigning the packaging is a big move for a company like Coca-Cola, so I knew there would be talk about it on the Internet. After a quick Google search, I found out the new packaging is designed by rapper Shawn "Jay-Z" Carter's urban clothing company, Rocawear.
According to a press release from Coca-Cola North America found on HipHopPress.com, "The vibrant, urban design for Cherry Coke features a stylized silver cityscape scattered with dark pink cherries on a graduated pink background. The motif for Cherry Coke Zero, which offers great Cherry Coke taste with zero calories, includes the same silver cityscape and cherries with pierced centers dotted across a predominately black background."
Another major change that stood out in my mind from the release was the shift from Diet Cherry Coke to Cherry Coke Zero. Coke seems to frown upon using the term "diet" in naming its drinks, so it has begun the shift to the term "zero." I don't have a problem with "diet," but I wanted to ask you to see what you think. Does "diet" in a drink's name have a negative connotation in your mind? Does changing from "diet" to "zero" in Coca-Cola brands make you feel any differently toward the drinks?
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3 comments:
I think the using the word "diet" in the name of a drink is better than using "zero." Let's be honest, America is obsessed with looks. And, of course, anything fat-free, diet, sugar-free etc. always sparks interest in shoppers. The term "zero" is rather ambiguous. I really have no idea what "zero" means and I'm sure a lot of other consumers don't know either.
I think that Coke should continue to use the word diet, I don't think that it has a negative connotation at all, and zero may be even more confusing to consumers.
I agree with Katrina, and I also think naming the coke "zero" is not to tell consumers that there are no calories in the drink, but to spark their interest in a new coke name. Once consumers realize zero means "zero calories," they will understand that it is a "diet" drink. Like I said, I really just think they wanted a new, fun name.
On another note, I have tried Cherry Coke Zero and I think it tastes much better than Diet Cherry Coke!
I have to admit, I'm the anti-diet-anything girl. One sweet day my freshman year of college, someone introduced me to Diet Coke. I've been addicted ever since! To me "diet" implies weight loss and fat-free. I agree with Katrina, "zero" is ambiguous. "Zero" sounds like an experiment. It sounds scary! The name Diet Coke is straight to the point. Coke should zero out the "zero!"
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