1. Coke Zero a ‘zero-calorie and zero-sugar beverage’

The product Coke Zero was introduced as a ‘zero-calorie and zero-sugar beverage’. Coke Zero has seen great success and it has been recognized as the Coca-Cola company's ‘Hero’ product.

2. Easily Available and Pocket Friendly

Consumers view Coke Zero as easy to obtain (convenience/price) and a healthier alternative. This fulfills their need for thirst as well as health benefits (compared to other carbonated and calorie bombarded sodas).

3. Coke Zero is Trendy

Consumers view Coke Zero as a trendy and socially acceptable drink and gain a sense of belonging when drinking Coke Zero.

4. Direct Competitors

Coke Zero’s direct competitors are low-calorie cola beverages, which include Diet Coke, Pepsi Max, and the recently introduced Pepsi Next. The key threat to Coke Zero's current position as a 'zero sugar alternative' is Pepsi Next, which has been positioned as low in
sugar with natural sweetener (Stevia).

5. Better Choice for Health Conscious People

Health-conscious consumers potentially could choose this natural alternative, if they perceive it to be the healthier option instead of the carbonated and calorie-rich beverages.

6. Coke Zero is a healthier option comparatively

Fitness Enthusiasts who are fond of Coke, a perfect option to have the same taste of coke but without sugar and calories.

7. Coke Zero has non-sugar sweeteners

Coke Zero is sweetened with aspartame and Acesulphame Potassium. These are non-sugar sweeteners.

8. Coke Zero Safe to Consume

The sweeteners in Coke No Sugar have been widely studied by research scientists and there’s no evidence to say they are not safe to consume.