×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Coke to replace 'diet' on U.K. brands

By Published on .

[London] Coca-Cola Great Britain will replace the words "diet" and "light" next month with a new branding device called "Z," in an effort to give its drinks a broader appeal across age and gender and put Coca-Cola a step ahead in the obesity debate. "Z" stands for "zero added sugar" and will be used on the Fanta, Sprite, Dr Pepper and Lilt brands in the U.K., but not on its Coke or Diet Coke brands. A large blue "Z" created by design agency Bulletproof will appear prominently on packaging. Coca-Cola's research found that "zero added sugar" was more appealing to consumers than "light" and "diet." In the U.S., there has been speculation that Coke is considering the launch of Coke Zero.
In this article:
Most Popular