R.I.P. Coke Zero
R.I.P. Coke Zero
Coca Cola has to have the dumbest management team in the industry.
Last year, in the U.S., Diet Coke sales dropped 1.9%. Coke Zero sales INCREASED 3.5%.
This, in a market that's generally falling down the proverbial elevator shaft.
So, what has Coca Cola done? They kept Diet Coke and s*it-canned Coke Zero, replacing it with a 'reformulated' drink called Coke Zero Sugar - a name which makes NO sense, since Coke Zero has NEVER contained sugar. The new product is supposed to taste more like the original Coca Cola. Those of us of a certain age remember when they tried this same ploy with "New Coke" (which insiders said was supposed to taste more like Pepsi...). That fell flat on its face and Coca Cola had to quickly re-market Coke Classic. Granted, Coke Zero Sugar has done well in other countries, but we also haven't seen hard numbers about how the two products were marketed or any comparative data about research on local tastes.
In a world run by fast-track, inexperienced marketing whizzes and MBAs (oh wait, I is one of doze guyz), market numbers created by loyal consumers seem to have no impact when compared to crystal-ball 'projections' and tiny sample numbers from consumer clinics.
I hate to wish poor results on a company whose products I've enjoyed for years, but I really hope this blows up in Coca Cola's corporate face!
End rant.
SL