Coke Zero Subtracts the Caffeine

Line extension to debut this summer

ATLANTA -- Coca-Cola Co. will expand its Coke Zero brand this summer with the launch of Caffeine Free Coke Zero.

The beverage manufacturer hopes the line extension of Coke Zero, the only soft drink on the North American market to post double-digit sales growth for five straight years, will give consumers a new choice for later-in-the-day consumption.

"Caffeine-free products are growing in popularity, making up nearly 30% of all sparkling beverage sales in the U.S.," said Stuart Kronauge, head of sparkling, Coca-Cola North America Group, Atlanta. "By introducing Caffeine Free Coke Zero, we're giving fans exactly what they want, making the brand accessible for enjoyment all day long."

The launch of Caffeine Free Coke Zero is part of a broader strategy designed to make the fast-growing brand even more ubiquitous and available to consumers at any time throughout the day. Coke Zero has become increasingly visible in recent years through a variety of high-profile marketing initiatives, including:

  • Official NCAA Corporate Champion supporting all 89 NCAA Championships, including the NCAA Men's Final Four.
  • Title co-sponsorship of ESPN's College GameDay, the annual season kick-off to the college football season.
  • Sponsorship of Coca-Cola Racing Family member Danica Patrick and her No. 10 Stewart-Haas Racing Go Daddy! Chevrolet SS in the NASCAR Sprint Cup Series.

Now, with the introduction of Caffeine Free Coke Zero, the brand itself has become big enough to span limitless occasions.

Caffeine Free Coke Zero will begin appearing on shelves in supermarkets, drug stores and mass merchants nationwide in mid-July, and will be available coast to coast in August. It will be packaged in 12-packs of 12-ounce cans and 2-liter bottles. In addition, the company will offer opportunities for people to sample the beverage.

Coke Zero is the twelfth brand in The Coca-Cola Co. portfolio to reach $1 billion in global revenue, and it is the most successful newly launched sparkling beverage in decades.